Richard Ting writes about the challenges of bringing advertising to mobile phones and what early Web marketing mistakes can teach agencies and clients about mobile efforts in his article “Taking creativity to the streets“.

It’s time to stop experimenting and get serious about mobile. Consumer behavior is shifting rapidly. Consumers now have access to better devices with more intuitive interfaces, faster speeds and more content on the mobile Web. ESPN recently reported that more visitors went to the football section of its mobile site than ESPN.com. Also, a recent Wall Street Journal article reported that in November, 50 percent more Web pages were viewed by consumers using the iPhone browser than the Windows mobile platform. At that time, there were 1.4 million iPhones and countless devices installed with Windows browsers. These examples signal that a fundamental shift is happening in consumer uptake of mobile data services. The time to get serious about mobile is now: Brands need to embrace mobile or get left behind.

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