R/GA's Ting proclaims that Mobile will become primary media access point in the next two to three years. "You can write that down, mark my words," he said. I just did. He points out that lots of apps and services such as Pandora have crossed over into mobile-first mentality. At the Mobile Insider summit last month, ESPN Mobile GM Michael Bayle espoused a similar view. Ting said advertising will start to shift to these applications and services brands are developing. Nike+ is one app that R/GA works on and that people use multimple times a week. Instead of putting out paid media, brand managers are thinking increasingly about providing a utility and engagement via apps.