Fish where the fishing’s good…

Steve Rubel points to a recent AdAge article describing where marketers are putting their money these days. Established players such as email and search still dominate, though social media is gaining in popularity. Much-buzzed newbies mobile and gaming don’t get near as much play. I think that’s a little short-sighted. Why aren’t more folks looking at these platforms? Wouldn’t you benefit from looking at things like mobile, which has tremendous adoption among consumers and limited competition for mindshare? Or is it that companies like Google and DoubleClick – itself on the market – have yet to offer robust platforms to marketers?

What do you think?