It needs a paradigm shift and this shift is not small.  Some may even argue that the paradigm had already shifted and we (the advertising ecosystem) are just trying to catch up. 

 

It’s not only a matter of eyeballs. We are emotionally connected to our mobile phone and advertisers need to understand the emotional connection people have with that device. 

 

You can’t emotionally connect with someone unless you know something about him but privacy is an issue to a lot of users and privacy won’t be sacrificed for the sake of receiving relevant advertising. Mobile advertising still needs to find its own way to bring relevant messages to the consumers. Time, location and context are the key elements but formats and adaptation to a device filled with sensors are also key. Brands need to find out new ways to bring stories, optimize the interaction and adopt the right metrics.