MocoNews blogs about a WSJ interview with Courtney Jane Acuff, an associate director at Denuo, the Publicis Groupe consultancy:
The number one obstacle is privacy. Advertisers must be doubly careful their mobile campaigns are not intrusive. And even if they manage this, they face their second biggest challenge: lack of inventory. Certain content providers are offering inventory, such as ESPN, which has advertising opportunities that can include banners and logos. They offer the ability to sponsor text messages. Fox also has opportunities, and it has taken off a bit, where advertisers can create unique content for the mobile device. But there is still a long way to go to having traditional media embrace putting content on cellphones. Finally, there is the third barrier which revolves around consumer education or more specifically a lack of it.