So every year since 1990-something, people have been predicting that the following year was going to be the year of mobile. Whether 2012 will turn out to be the year of mobile or not is anyone’s guess, but two things that are certain are (1) mobile has definitely gone mainstream and, as a result, (2) it’s therefore an ad medium that any serious marketer has to take, well, seriously.
This couldn’t be more truer than in the US. Indeed, if you consider some of the numbers release by Nielsen in their State of the Media: Mobile Media Report Q3 2011, there is a clear and present opportunity for advertisers to target mobile user through both mobile search and mobile app ad networks.
So it’s not a question of whether you should be investing in mobiles advertising. It’s a question of how much you should be investing in mobile (and maybe even whether you should be diverting budgets from other channels).