Advertising

Advertising Goes Mobile

John Bradley "JJ" Jackson

25 Jul 2010 • 1 min read

Advertising has been on life support for years. The old giants such as newspapers, magazines, TV, and radio just don’t pull the same weight anymore. But the industry found its new best friend in something small enough to fit in your pocket: the smartphone.

Think about it. People check their phones dozens, if not hundreds, of times a day. Research shows we actually spend more total time staring at our phones than watching TV. The difference? TV is passive; the phone is active. Every glance at a smartphone is intentional and focused, even if it’s just for a few seconds. That “stickiness” makes it the perfect place for short, targeted ads.

And the targeting has gotten smart. Every tap, search, and site visit leaves a digital trail or a snapshot of what you like, need, and want. Advertisers use that trail to deliver personalized ads that feel more relevant than the broad, one-size-fits-all commercials of the past.

In short, the smartphone isn’t just another screen. It’s the advertising industry’s lifeline: small, personal, and always in your hand.

John Bradley Jackson