A top ad executive is predicting that cell phones will be the advertising device of the future, supplanting all-mighty TV.
“We are rapidly getting to the point where the single most important medium that people have is their wireless device,” said Andrew Robertson, CEO of BBDO ad agency, the third-largest in the world. “It’s with them every single moment of the day. It’s genuinely the convergence box that everyone has been talking about for so many years.”
Robertson said the ability for viewers to skip TV commercials via a DVR is a serious threat to TV advertising. Yet simply switching your ad to a cell isn’t easy, as users aren’t accustomed to being interrupted by an ad on their phone as they are when watching TV.
“You have no way to interrupt because they can choose what they can do,” Robertson said. “The opportunity is if you can create some content that they want to engage with, they can do that all of the time from anywhere.”
Via Drudge Report
