In the U.S. alone there are upward of 250 million mobile phones whose owners would feel naked without them. Combine these sheer audience numbers with the carriers offering more affordable data plans, the improvement in device capabilities and the buzz capturing 3G iPhone, and it would seem to be an ideal time for automotive marketers to find a best friend in mobile advertising. However, the mobile space remains immensely complex and while innovations are starting to pave the way for deep brand experiences, automotive marketers will need to spend the next 12 to 18 months experimenting and optimizing mobile ideas.