Myth #5: Mobile is like the web, only smaller.

Reality
WAP (mobile web) advertising banners are much like web ads, but just as web banners don't do justice to the full power of the web, treating mobile as a shrunken version of the web moves advertisers even further away from the true usefulness of mobile. Successful mobile advertising seeks to reflect the way consumers use their phones and is capable of providing unexpectedly good results for brand advertisers.

Myth #6: Just follow the technology and your mobile advertising will be successful.

Reality
Ad agencies are proud to announce their leadership in, for example, Bluetooth campaigns. But technology that allows you to ping a consumer when they walk past your billboard doesn't automatically bring advertisers the bottom-line results they crave. There isn't a single example, as of now, of a Bluetooth campaign with more than 10,000 participants. It’s better to follow consumer behavior than exploit clever technology.

Rob Lawson is one of the early pioneers behind Enpocket, which developed technology for delivering rich and relevant mobile advertising, and more recently was one of the founders of Limbo Mobile, the world's largest mobile entertainment community.