From Krish Arvapally at Marketing Daily blogs, The Seven Myths Of Mobile Advertising:

With a clearer distinction between what’s realistic today and what’s been mystified by industry hype, brands, agencies and publishers alike can start leveraging the mobile medium now as an easy-to-use, creative, targeted, and measurable new revenue opportunity.

The myths that surround mobile are holding back many brand marketers and publishers from leveraging it for a competitive advantage, despite the fact that mobile is gaining more buzz every day. The industry needs a clearer picture of what’s possible and how to put dynamic mobile marketing solutions to work today. Here are some of the myths we hear time and time again, as well as insight to help set the record straight.

1. Smaller screen, smaller effect.
2. Low CPMs.
3. No unique user detection and targeting.
4. Creating a mobile Web site is difficult and expensive.
5. A perceived lack of ROI.
6. SMS is the only type of mobile advertising.

Read the whole thing, of course. We’ve highlighted point number 5 because Discover Anywhere Mobile can quickly and cost effectively convert your destination data – listings and events – into mobile apps optimized for the traveler’s experience.