Exporting a Dying Content Model to a New Medium?

Verizon Wireless CMO Warns of Pitfalls in Producing Content for Mobile Phone Networks

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NEW YORK (AdAge.com) -- Speaking at the Madison & Vine Conference in Beverly Hills, Verizon Wireless CMO John Stratton criticized the increasing ineffectiveness of traditional advertising venues such as broadcast and cable TV while warning Hollywood producers about "exporting a dying content model" to the new third-screen medium. He predicted mobile phone networks would "in a few short years" control up to 30% of the $100 billion U.S. market for brand advertising.
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