Is the future of mobile advertising old advertising?

This presentation on Deepspace gives an overview on the disappointing status-quo, but an optimistic look at the future of mobile advertising.

Its a bit difficult just watching this presentation on slideshare to tell if the presenters are creating a gap:

This is now, and its not good because we should have been over here instead…

Or if they are giving a rosy picture on the magic that is?

But however this was presented, it inspires me to supplement some thoughts from the presentation with two of my own ideas on the state of present day mobile advertising:

1. People give their attention to the mobile in small moments of boredom. They are trying/hoping to fill a void with something of value. Mobile ads in this context can be mind fodder, something to spend time with for short moment

But that doesn’t mean advertising should stop there. We should strive to create worthwhile value, stuff you subscribe to, context for the brand – real value
.

Mobile advertising should be more long term, not only getting attention but creating relationships with the visitor, consumers will consistently need to fill these gaps or voids, so why not fill them with the value of your brand?

In other words:
“Advertising isn’t just a short story, it’s a longer experience shared with the consumer”.
– Unfortunately I’m bit rusty on the source of this quote

Sometimes people are talking of The New Marketing Model as putting old advertising ideas into new platforms and arenas. But this is a misinterpretation of the possibilities. The New Marketing Model is a whole new mindset – it’s the next generation services.

2. “People want to be compensated for watching ads” – says everything of how bad the old advertising model is. We should create value and meaning for the brand, for consumers who want to engage with us and participate – not pay them to watch our message – what kind of ambition is that?

I know Blyk is a kind of success, but the whole business model defies the purpose of branding: Striving to create something sought after and valuable in its own wright. Blyk is for terrible advertising to consumers you really don’t want.

(The presentation found via the blog of Paul Isakson)