Mobile Radio Simplified. Accessible. Relevant.

This article from Ad Age on the growth of alternative advertising is a must-read for CMO’s and agencies looking to gain or maintain leadership.

Although covering a very broad topic, the elements related to mobile advertising, and what radio categorizes as NTR or non-traditional advertising is the most dynamic area of growth in alternative advertising. Having said that, this growing quarter of the larger set is disruptive, volatile, and dynamic. The numbers are impossible to predict, although we all welcome consultants doing their prognostications anyway — that’s what they do.

What will the affect of CelleCasting be for radio advertising by making it interactive? What will be the affect of social media as people begin to share their ad preferences, and use RSS more and more to get informed on their own terms? What other innovations in mobile advertising are on the horizon?

No one knows… but you can bet the CMO’s and agencies who are investing ahead into new media pioneers now will be rewarded. Toyota set 10% of their 2008 ad budget aside for alternative, experimental media. I feel this is the right amount of seed to plant into the future of advertising.