The Wireless Challenge
Laurie Freeman
For all the talk about wireless advertising, there aren't many advertisers actually doing any of it. At least not yet.
Godiva Chocolatier, the upscale chocolate chain, has offered a store locator to wireless users, Red Envelope has offered a digital golf scorecard to a thousand Bay Area cellphone users, and Procter & Gamble has tried a general ad for its Tide detergent.
Yet a pervasive attitude of optimism regarding wireless advertising is infecting the entire advertising industry, from creative folks who love playing with the latest mobile gadgets to heads of interactive agencies that are...