The television industry has done a remarkable job marketing the smartphone as the second screen to the all-conquering TV, and there is no doubting the supremacy of mobile devices in this role.
Analysts estimate that there are 6.6bn mobile phones on the planet. Compare that with the 1bn PCs, and it is easy to see where marketers should be focusing their attention.
The past five years have been characterised by industry debate over the prevalence of different media platforms and devices.
However, over the next five years smart brands will re-focus on their consumers, who, whether it’s a phablet or the latest iteration of Google Glass, will no longer be bound by a single platform. In line with this, marketers must shift their focus to the micro-moments of consumer connection in the context of their lives.