Led by the iPhone and now other smartphones (and devices such as the iPad), mobile web traffic is increasing exponentially and many expect it to surpass desktop web usage in the near future. So what does that mean for web site designers and advertisers?

For one, Flash is still out of the picture. Apple, especially, has steadfastly refused to embrace Flash for their iPod (and iPad) platform. Even Google’s Android (currently) does not support it. So, every web site and banner ad based on Flash is basically unreadable by smartphone browsers. If you’re not taking this into account in your internet marketing efforts, you’re doing yourself a disservice.

How about other rich media advertising platforms? Whatever technology you use, it behooves you to test it on the iPhone and other popular smartphones. For example, for almost a year now, PointRoll now offers distribution of its rich-media ads on the iPhone. Microsoft, similarly, has recently demonstrated streaming Silverlight videos on the iPhone.

Over the course of 2010 there will be many new announcements of mobile web technologies and platforms, but between now and when those are adopted, we as marketers need to understand who is visiting our target sites and distribute our content accordingly. Otherwise, a good portion of our intended audience will be excluded for no reason other than our inattention.

Domus, Inc. is an advertising agency, PR agency, and digital media agency based in Philadelphia. For more information, visit us at http://www.domusinc.com.