For Interactive Marketing Professionals

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	December 26, 2007 Mobile Marketing in Europe Lack of Scale, Standards, and Systems Inhibit Near-Term Growth by Nate Elliott with Mark Mulligan, Thomas Husson

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Executive Summary

Search engines, online publishers, mobile operators, and handset manufacturers are all offering advertisers a chance to reach consumers through mobile advertising. But significant doubts remain over mobile marketers' ability to find the consumers—or the results—they're looking for.

Key Questions

• How many European advertisers use mobile marketing, and which tactics are they using?
• How satisfied are European advertisers with their mobile marketing efforts?
• What factors will inhibit the near-term growth of the European mobile advertising market?

This is an excerpt

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