Despite the development of advanced mobile applications like social networking and video, mobile marketing is still in its experimental phase -- especially when it comes to U.S. audiences. Giovanni Maruca, director of Paramount Digital Entertainment's mobile and interactive Europe unit, said: "We're still not sure what the return is. The metrics aren't there. The allure is that there is a lot more interaction you can do from a mobile device, and the potential for the demographic information is much higher."

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