Mobile - Katz Marketing Solutions | Radio Advertising | Media Agency

Large percentage rates of growth look great, but that's coming off a tiny base. The truth isad dollars are dripping—not flooding—into the mobile, even though nearly 60% of U.S.mobile subscribers now carry a smartphone. This reason for this is not overly cautiousmarketers, however. It's because the mobile platform simply isn't all it's cracked up to be.Yes, a handful of mobile vendors are beginning to see a handful of six-figure deals. Butin a year when the market cap of a mobile ad network like Millennial Media hassurpassed the entire mobile ad market you know you're looking at an industry built onhype.Companies are doing amazing things with big data. 4info has collected data on 330million devices across 97 million households in the United States, knitting together a roadmap of demography, geography and behavior that equips advertisers with the quick-strikecapability of a U.S. drone.But all this targeting is useless if we can't take advantage of it.Mobile advertising vendors will roll out jaw-dropping presentations showing amazing"app-like experiences" replete with digital awesomeness. Auto brands, you can take avirtual test-drive to an astonishing new level, they promise.But it's completely meaningless when the fulcrum point between big data and bigexperience is a 120x20 pixel banner ad vying to interrupt your game of Paper Toss.Bring that up and those vendors will laud comparatively higher click- through-rates formobile versus those of the traditional web. They'll likely forget to mention the recentreport by Goldspot Media showing that 38% of all mobile clicks are due to fat, clumsythumbs.At the end of the day, this kind of interruption-based advertising is never going to be agreat success. People simply don't want these ads on their phones.Of course, there are bright spots.113