Commentary

Mobile ads: on-deck or off-deck?

Mobile, media and advertising executives agreed that advertisers don' t really distinguish whether mobile advertising runs on on-deck--the mobile gateways controlled by the carriers--or off-deck, via the wider mobile Web. But mobile consultant Eric Bader of Brand in Hand said the landscape is starting to shift in favor of off-deck.

"In terms of performance across a number of different categories and a number of campaigns targeting different audiences, the carrier deck is starting to diminsh in terms of performance," he said. "People are still using the deck to get somewhere, they're just not using ads to get there."

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