Two executives from mobile entertainment company Limbo see a lot in store in terms of mobile advertising next year. Associate editor Giselle Abramovich interviewed Dave Oberholzer, vice president of corporate development at Limbo and Jonathon Linner, co-founder/CEO of Limbo.Giselle Abramovich: What is the key trend you forecast for mobile campaigns next year? 

Dave Oberholzer: Carriers will open up and start allowing programs and functionality that they never would have in the past.

Jonathon Linner: Demand for SMS advertising will be high, but the inventory will be in short supply, therefore, CPMs will increase.

GA: How will 2008 campaigns differ from 2007 campaigns? 

DO: Creativity in mobile marketing programs will really start to kick in.

JL: We won’t see as many premium SMS campaigns. Consumers & legislators will get tired of premium SMS malpractice. As consumers vote with their feet and the government threatens legislation, carriers, mobile content companies and TV networks will be forced to – and will – react quickly.

GA: What does this mean for marketers?

DO: Time to jump in.

JL: Without premium SMS in the marketplace, the industry will be able to establish more credibility among average consumers.

GA: What other trends do you anticipate for mobile campaigns next year?

DO: The volume will dramatically increase as the factors above hit.

JL: Mobile marketing will grow 10 times faster in 2008 than online advertising.

– Posted by Giselle Abramovich