It’s clear that the old school approach to media buying is behind the lack of commitment to mobile spending. I am not a true believer in the idea that traditional media strategies (banners and rich media units) will ultimately work in mobile, but before the riddle is solved one thing is certain: we need more data in the channel to figure it out. Since no brands are offering free placements, there needs to be a much greater level of spending to definitively see what works and what doesn’t. Until then, these drips and drabs of trickle-funds will not yield anything compelling enough to open the floodgates. We are at a strange inflection point in mobile marketing, where virtually all brand marketers finally agree that mobile is real – hell, critical – but no one really knows the “formula” to unleash its power from a ROI perspective. So, brands wait for the money to return and keep one toe in the water until it arrives. What’s needed is something that won’t likely happen: an industry consortium of brands across verticals who collectively agree to spend another 10-20% of their media and marketing dollars to mobile in 13 Q4 and 14Q2/2 to flood the channel with campaigns (as well planned and strategically sound as is possible of course) to generate some real data that can be evaluated by mid-year 2014. Someone will make it through the glass ceiling. This will never happen. Brands will continue their Hamlet-like approach to mobile – pontificating, philosophizing, ruminating, doubting and waiting for their money to return.