Only about 20% of online advertisers are dabbling in mobile marketing, with the others still just sticking with the desktop Web, MediaPost reports. But a new JupiterResearch study contends that consumer reticence, limited reach, insufficient measurement and a simple lack of familiarity with the medium are holding marketers back from advertising on mobile devices:

JupiterResearch "advises marketers to begin experimenting before mobile becomes a more established ad platform. In terms of campaigns, that means looking first to text-based ads, since text messaging is the most common mobile data activity with 51% adoption. JupiterResearch also recommends tactics including mobile banner ads, coupons, short codes, multimedia message services (MMS) and video spots."

The report goes on to say that advertisers should also consider standalone mobile Web sites, placement on wireless carrier decks, inclusion in mobile search sites, and a broader consistency on mobile as part of a total ad campaign across online, television, and print media.

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