n a new study, Forrester reports that 83% of marketers believe that mobile will become a more effective platform over the next three years, MediaPost reports. At the same time, just 7% of mobile subscribers trust the ads on their cell phones.

Forrester said that prospective mobile advertisers should start testing, applying lessons learned from other digital channels and target early adopters who have been exposed to mobile ads:

"Marketers are [advised] not to be put off by an alphabet city of new acronyms like SMS, WAP and 3G. Instead, they should treat mobile as an extension of other digital formats they are already using," the report said. That's still a challenge, given that only 23% of users said in the study that accessing the Internet on their devices was an enjoyable experience, due to the size of the screen and the fact that people are usually trying to access them in a hurry while on the go.