Mobile Marketing Progresses Despite Uncertainty And Obstacles

Because of the difficulty in measuring success of mobile campaigns, combined with the confusing abundance of forms, most advertisers haven't ventured much beyond the test stage, says John du Pre Gauntt, a senior analyst with eMarketer. For the most part, he adds, "98 cents in the dollar of this market is experimental dollars."

The Wall Street Journal: February 12, 2008
By Jessica Hodgson