Paul Gelb, Mobile Practice Lead of Razorfish, is predicting mobile ad spending will eventually outpace TV. In an interview with Adweek, Gelb said mobile represents mass media in the truest sense and suggested the shift in ad dollars may not be far off. "If you'd predicted [when the iPhone launched] that smartphones could outsell PCs and that people would spend an hour a day on their phones, no one would have believed you," Gelb said.

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