Russell Buckley writes
Mobile advertising gives a too narrow focus. Reframe it. Its mobile marketing.
Dont just focus on video, unless it enhances your message. The right SMS/MMS/Game/Content can be many times more powerful that the best video footage. Not always, but often.
Stop restricting thinking to sponsored content – its only a small part of the solution. If you look at the marketing message as something you make the user consume, youre missing the point. How can you engage the user to want to experience your communication?