Over the years, the viewing habits of consumers have changed significantly thanks to the progress we have made as a generation. But what does it mean for us in the advertising business?

We’ve progressed from print as the main mode of mass communication to radio and then to TV.  Very recently, the Internet (1990s) and mobile phones (2000s) have taken over the landscape. The evolution of mobile phones has made an incredible step forward and many media experts are taking it seriously. Rightfully so – mobile phones are carried around at all times; they are always on and the development of various apps has made social interaction easy, fun and accessible. Of course for advertisers, one of the most important benefits of this medium is its measurability.

The way I look at it, mobile is another screen filled with information and ready to provide access and connectivity. Nowadays, a phone is more than just a device to take/make phone calls; it is another mode of advertising communication that must be considered in your media buys. The content is clearly there and mobile users are consuming a lot of it.  For example, Netflix offers its service on any capable device; with a subscription you can watch hulu.com on mobile; and of course with the simplicity of making a video, uploading a video to youtube.com or any other social sites is just a step away.

Several companies have tried monetizing mobile.  Although the platforms are still developing, the audience is there and they are actively engaging with the ads. For advertisers on the edge of making the mobile plunge, the only thing left to do is deliver your message to the consumers. And now is the best time is to do it…while companies are still trying to figure out how to make money on it.  Because once they do, the cost of reaching those consumers will increase.