Point of view: Mobile madness
Byron SharpEhrenberg-Bass Institute
People love their screens, from the giant TVs on the walls at home, to the iPad on the sofa, or the smartphone in their pocket. More and more hours with eyeballs on screens – most of which are now mobile screens that grab snatches of attention throughout the day, filling in minutes that were previously out of advertisers' reach. This potential has got a lot of marketers excited.
Remember the first wave of advertiser excitement about mobile phones? Back in the days before smartphones, when phones had tiny text screens? I...