Myth #13: Given the complexities of different carriers and publishers' diverse networks, mobile advertising is just too difficult to buy and to incorporate into an overall advertising plan.

Reality
Many brands in the U.S. and globally have successfully deployed both integrated and standalone campaigns in the mobile space. Mobile is more than just another marketing channel, it's an opportunity for all other channels -- TV, radio, print, movies and internet -- to be consumed on a single device.

Myth #14: The U.S. lags behind the rest of world in mobile marketing and internet usage.

Reality
A recent Nielsen Mobile study found that the mobile internet now reaches 15.6 percent of U.S. consumers -- more than 40 million regular users. These are people who routinely access the internet on their mobile devices and, in the process, willingly consume advertising. The most innovative and far-sighted brands and agencies have begun to recognize this sea change in mobile usage.

Paran Johar is CMO of Jumptap, a source of white-label intelligent search solutions for mobile users.