This Google GoMobile page is a nice, high level summary of the things to bear in mind when running a mobile ad campaign. The important message here is that you have to get the context right, and consider mobile as just one channel in the whole mix. The most active advertisers on mobile these days tend to be mobile-only or at best internet-only plays. It’s easy to extend your offer onto mobile. But for the rest, who are used to other marketing approaches, mobile is an extra channel and the most difficult decision is not whether to use the mobile channel, but how best to integrate it into the mix.
Tags: best practice, google, market