What changes are on your radar for the year ahead in digital advertising?
I think the biggest shift we are going to see, which is not just a shift for 2015, is to people-based marketing. Until we had mobile, marketing was very much based on reaching mass audiences. Now people are in control of their content experience on their mobile device. They can choose which apps to download. They can choose where they get their news and their entertainment. And the amount of time people are spending on their mobile device is going to allow marketers to be much more focused on reaching actual people instead of just large swaths of audiences.
People are spending about 25 percent of their day on mobile devices, checking them over 100 times a day. And that is going to change not only marketing, but business completely. So if you’re an e-commerce company that starts today, I would submit that you’d start as a mobile e-commerce company. If you were to start a financial institution today, you’d start completely thinking about mobile.