7 Big Challenges That Threaten Mobile Advertising's Meteoric Growth

Plenty of hurdles before it can rule the industry

Yesterday, we provided an in-depth look at how mobile could become the premiere advertising channel. But there's obviously plenty of work to be done.

So we asked industry players: What is mobile's big challenge going forward?

Here are the seven most-intriguing responses we gathered.

1. Richard Guest, president, U.S. operations at Tribal Worldwide: "The truth? Embarrassingly poor creative ad formats. Shrinking the banner ad to fit on a phone screen is neither going to help gain a consumer's attention nor excite marketers."

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