Acision and OgilvyOne have announced ‘Mobile Advertising - 2020 Vision’, a white paper aimed at helping the mobile advertising industry identify the issues.

Acision and OgilvyOne say they want to help mobile operators, brands and media/advertising agencies to improve the aim of their targeted digital marketing and advertising.
With mobile advertising still in its infancy, the next 11 years will bring some growing pains. But will your baby go off the rails when it gets older?
Acision and OgilvyOne claim they have identified the challenges the mobile industry must overcome, and transformations must take place.
They predict that by 2020:
Advertising agencies will transform from being brand led to consumer led, meaning that the consumer will be incorporated into the communication process.
The relationship with consumers will change. Instead of having adverts ‘pushed’ to them, the canny consumer will choose what information they want to receive
Mobile operators will segment. Some will concentrate on just providing services, which may well be offered via an ad-supported model. Meanwhile, other operators will excel at providing the ‘bit pipe’ and offer this to the service providers.
By 2020 mobile advertising will have become mobile directed advertising, claimed Acision. It will be about more collaboration with the individual and individual’s control. Consumers will decide where, when and on what screen they receive a chosen advert with the device becoming a technological representation of them.
Adverts will transform to initiate two way dialogue with that individual, predicted Jo Wall, Acision’s proposition manager for mobile advertising. All players in the mobile advertising value chain must recognise this and tailor themselves accordingly, she warned.
‘Although mobile advertising is currently an embryonic market, its potential remains clear,’said Wall. “Mobile operators hold the knowledge. If properly deployed it will put them at the heart of the mobile advertising value chain.’
Ultimately, mobile advertising will turn into a multi-billion dollar industry. But only for those who have prepared properly.