Earning attention is the key to mobile advertising success.

About time too!  I was delighted to read last week that the UK’s Information Commissioner Christopher Graham has imposed a hefty £440,000 fine on the two SMS spammers responsible for bombarding me and the other 840,000 mobile users with unsolicited texts about personal injury claims. This news is a timely reminder to all brands that they must respect consumers’ privacy when engaging in mobile marketing and mobile advertising: The Privacy and Electronic Communications Regulations exist to protect mobile users from receiving unwelcome messaging from brands. Likewise, a scatter-gun approach to mobile advertising be viewed in the same light as SMS spam: Responsible marketers should be aware of the risk of intruding on consumers’ mobile lives with unwanted advertising. Richard Eyre, Chairman of the IAB UK, summed up the issue earlier this year at IAB…