(sub. req.) This statement from the head of one of the biggest ad agencies in the world is surely to stir up some controversy: Mobile phones will soon become the most important medium for advertisers to reach technology-savvy consumers, according to Andrew Robertson, CEO of Omnicom’s BBDO advertising agency, the world’s third-biggest.
“We are rapidly getting to the point where the single most important medium that people have is their wireless device,” he said. “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.”
But he realizes the problems agead: “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…”
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