Media Playground 2010: Mobile advertising – how not why?

Brands have stopped asking “why” they should work with mobile, and have started asking “how?”, according to the Mobile Advertising panel at MediaTel Group’s Media Playground 2010 event in London today.

However, it’s now time for “brands to start spending more, if you consider the growth in users versus the amount brands are currently spending,” Daniel Rosen, head of mobile at AKQA, said.

Fellow panellist Nikki Mendonça, president, EMEA, OMD, thinks agencies need to “educate and excite” clients about mobile advertising opportunities to encourage spend.