AdAge has published an interesting article on advertising on mobile phones. The article states the way to make it more effective (and measurable) is by making it interactive. Combined with print or billboard advertising for example.
The ad industry is pulling away from broadcast campaigns and turning its attention to more popular media: internet and mobile phones.
AdAge gives an example where a print, outdoor and TV campaigns invited viewers to text in for a reward - in this case calls from Adidas sponsored NBA all-stars as part of their "Basketball is Brotherhood" campaign.
The final comment is that mobile advertising effectiveness isn't measurable which makes it a less attractive medium... for now.
2020 vision predicts that by 2020 rolls round the credit crunch and squashed marketing budgets will be a thing of the past and mobile advetising (along with mobile banking) will be prevelant. Watch out for a popular backlash. Expect digital billboards to shine out numbers to text for a free coffee at Starbucks or half priced membership at Fitness First.
http://adage.com/digital/article?article_id=133579&search_phrase=Out%20of%20home%20advertising
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