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As far as classic channels go, search and display are Internet advertising legends. They arose in the proverbial stone age of digital technology, when ad capabilities were limited to standard banner ads that screamed, “Click Here!” Simply put, innovations at the industry’s disposal today, including online video and mobile executions, were once easily dismissed as pipe dreams. The commonplace use of mobile devices and smartphones had not yet become an integral part of everyday life. Today, innovation across channels has saturated the mainstream, and mobile devices are now ubiquitous. It’s even hard to imagine when Palm and Blackberry owned the market and “touch screen” was not yet a part of our everyday vocabulary. Welcome to the age of the mobile makeover where mobile technology has forever altered how consumers shop, engage, and absorb information. And in the coming years, mobile is scaled for even more rapid growth.
