Mobile advertising slow to catch on with b-to-b marketers

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New York—The market for mobile advertising has still not caught up to the hype surrounding the delivery of marketing messages to cell phones and other handheld devices, according to a panel of digital media entrepreneurs that capped off media investment bank DeSilva & Phillips’ Media Dealmakers Summit earlier this month.

Nevertheless, as more handheld devices become Web-enabled, marketers must prepare themselves for mobile advertising, said Jeff Giesea, president-publisher of FierceMarkets, a digital b-to-b media company. “It’s good to get educated now so you’re prepared when the market does hit and sponsors get in place,” he said. “It’s very relevant to b-to-b media, and b-to-b marketing is very appropriate for the medium.”

Another member of the panel said widespread adoption of mobile advertising will not come easily. “User behavior is a problem,” said Anand Subramanian, CEO of ContextWeb, an online contextual ad network. “You can push ads [on mobile devices], but it’s an interruptive type of environment. It may work on a site-level basis, but that’s not enough frequency to justify advertising.”

The dealmakers summit drew 322 attendees, mostly media investment bankers and C-level media executives.

—Matthew Schwartz
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