Behind all the headlines about native advertising, programmatic buying and every other significant media topic of note, one macro trend looms large: the ubiquity of smartphones and tablets. This transformative shift in how content is now consumed is reshaping dozens of industries as people do quite a lot with small screens -- even more than most expected.
According to eMarketer projections, time spent online via mobile devices this year will reach 2 hours and 51 minutes. This significantly exceeds the 2 hours and 12 minutes via desktops.
This dramatic uptake in smartphone and tablet usage is encouraging some companies directly in the mobile center of gravity to unbundle their services. This includes publishers. But while this strategy is viable for some, it may not be prudent for media owners.
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