by Erik Sass,
HOLLYWOOD, Calif. — With the introduction of new applications on smart devices like Apple’s iPhone, mobile marketing’s prospects are greater than ever. But mobile platforms still lack the scale needed to attract large-scale ad buys, according to a majority of panelists discussing mobile strategy at OMMA Hollywood Tuesday afternoon.
There was some dissent, with notable exceptions cited, but everyone agreed that mobile marketing still has not lived up to its full potential. (continues at Mediapost.com)