2007 was not ‘the year of mobile marketing'

and 2008 won’t be either, says eMarketer’s John du Pre Gauntt, "text-message–based campaigns will dominate" and as "most mobile users are still paying for nearly all their data services, making them even less likely to welcome advertising on their phones" ...



via eMarketer

new report Mobile Advertising: After the Growing Pains

Addendum:
Why '08 Isn't Mobile's Year -- Again
by Alice Z. Cuneo on Ad Age

- Reach (or lack thereof)
- Measurement
- Complexity
- The misnomer of mobile as ad medium
- There's been no hallelujah moment

and how to fix that, maybe..