Ogilvy, the advertising agency, have produced an interesting White Paper report into the state of mobile advertising in the year 2020. I often tend to find these things either very tedious or self-indulgent, but this report is really excellent. First of all, it is written with the minimum of technical and ad jargon. And secondly, it makes sense:

‘Mobile advertising in 2020 will be mobile directed advertising. It is about collaboration and individual control. The mobile device will enable the individuals to decide where, when and on what screen they would like to receive their chosen advertisement.’

I couldn’t agree more. I’ve been harping on about how personal the phone is and that advertisers need to take this into account. The report sensibly suggests that in future consumers will choose the advertising or marketing they want, and not the other way round. Roll on 2020!