Mobile Marketing Goes Mainstream - Retail News.

Mobile marketing is now being given its own budget line at consumer brand companies such as Procter & Gamble and Microsoft, pushing so-called "third-screen media" into the marketing mainstream.

Jay Emmit, president of the Americas, mBlox, told attendees at the 2006 Mobile Marketing Forum that the development should be viewed as "a significant shift in the advertising world -- [mobile marketing is] now mainstream; it's out of trial mode."