Point of view: Mobile madness

Increasing use of smartphones presents opportunities for advertisers, especially through digital magazines, newspapers and video.

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...

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