More on mobile advertising - who is doing it well?

Alright, so we’ve all heard about how great mobile advertising is. We’ve also heard about how very few are fully taking advantage of what’s on offer here – the numbers never seem to match up to the predicted “exploding growth”. To compound it, this piece covers how those who are doing mobile advertising are not doing it right. So what’s the problem with mobile? Why aren’t more people taking advantage of the massive click through rates?