Today's edition of MediaPost's Online Media Daily features an interesting commentary from writer Gary Bembridge. Assessing the current state and the future of mobile advertising, Mr. Bembridge sees a market bound by a myth--that mobile advertising is hard to do. Once this myth is shattered, Mr. Bembridge believes, the flood gates should open:

AS GOOGLE HAS SO SUCCESSFULLY shown, if you make media buying intuitive and easy, the advertisers will come. And not just the mom and pop retailers, but nearly every major marketer is now involved in some form of search marketing, if only to protect its own flanks from aggressive competitors. So, how does this translate to mobile advertising? There is still a nagging feeling out there that mobile advertising is hard to do. That it will require yet another agency specialist like search does or a fully mature mobile site, but it doesn't.

So what happens when someone dispels the illusion?

Simply put, the mobile phone has become an indispensable device giving marketers access to target audiences 24x7. It doesn't take an economist to project that marketers cannot afford to ignore this channel for long.

...

While seemingly in a nascent stage, the fact is mobile advertising is projected to grow from $1.5 billion in 2006 to $13.9 billion by 2011 (eMarketer, January, 2007). The reasons are simple: mobile advertising that delivers relevant and useful ads gives users immediate answers that are regarded as valuable content; advertisers can influence their audience during the "last mile" at the moment just before a purchase in the real world.

He closes his piece with some important advice: "Don't be the advertiser left behind."