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With the recent firings occurring at Velti, people are beginning to speculate there is going to be a demise in mobile. WRONG!! Mobile marketing is still in its infancy. It’s like a baby, it is trying to crawl before it can walk. And, it has certainly fell enough times to figure out how to get a stable foothold.
That being said like many other new channels mobile media has been over hyped and over sold. I drank the Kool-Aid and you may have too. Its just like social was 5 years ago. Only now are companies actually realizing they NEED to be on social media. How long has that adoption taken place. 5 years or more. I was on facebook in 05.
There has always been a huge lag time between new market technologies and enterprise adoption. There big clunky incumbents who have a a hard time learning new tricks. They stick there toe in the water to see if its tolerable before diving in.
With the current difficulties, fragmentation, and low eCPMs its no wonder why big business and their agencies are being hesitant to jump in full force to mobile. There are going to need to be a lot of changes that happen in the marketplace for the big money to start pouring in. Get read for massive M&A because the huge programmatic media buying stacks are here and the ones that figure out how to drive top line growth are going to win huge.