Consumers are mobile. 58% of US smartphone users access the mobile web from their phones, often a number of times a day, according to research from Google#. The mobile device - whether smartphone or 'simple' feature phone - has become one of the most used mass media channels available today. But more than that, it has become the most powerful because it is unique, combining a number of benefits that cannot be replicated by others such as television, radio, print or even the Internet. Due to mobile's personal, always-on nature through to the fact that mobile can capture social context …

It has been more than 70 years since the first television commercial aired in the United States, yet buying traditional TV time - generally the 30 second spot - has remained mostly unchanged. But in recent years, with the introduction of alternative "OTT" (Over The Top) solutions, consumers and advertisers are starting to experience a massive transformation from passive to interactive TV. TV has always been a great place to get your message out. It's hard to argue with the power of the 30-second spot on today's broadcast and cable networks. Despite the declining and increasingly fragmented audience composition, …

The future of media is Mobile, Social, Local, and Video (or "Mosolodeo") in that order of importance. (Being Italian, I like the way "Mosolodeo" sounds, kind of like a Puccini opera.) Let's address those topics in reverse order such that I may build to a crescendo of sorts. I would also note that I am far from the first person to conjoin two or more of these key trends. Video is not new, but there are some powerful factors driving its continuous rise since it knocked the radio out of the living room. First of all, bandwidth has achieved …

When thinking about the future of media from my corner of the world-addressable video advertising and all its expanding manifestations-everyone agrees on its long-term future: growth will be astronomical. If there is one debate, however, it is about the speed with which this growth will come. Three major constituencies will shape this growth trajectory: advertisers, publishers, and the ad tech players themselves. The upcoming year will force the hand of all three. 2012 represents the perfect storm of opportunity for the addressable video marketplace. The Summer Olympics will coincide with what is likely to be the highest …

Over the past few years we've seen a revolution of consumer choice. We can choose which screen we watch across TVs, computers, smartphones, and tablets. We can choose when we consume media with DVRs, services like Netflix, Hulu, iTunes, Pandora, Spotify, and many other on-demand providers. We can even choose which ads we watch with social video advertising. This last point is what we find most intriguing because it puts the consumer at the center of the content experience. Instead of being interrupted by ads when we're trying to watch our favorite shows and movies, we choose to watch …

The future may not be easily predictable, but one thing is certain: Online advertising has to get better. What do I mean by better? Consider for a moment that 1.1 trillion ads were delivered in Q1 of 2011 alone, translating into approximately 1,511 ads per user per month (source: ComScore May 2011). Yet, 43% of people say they ignore or disregard ads online (source: AdweekMedia/Harris Poll, Oct. 2010). Think about it: What is the last online ad you remember seeing? More importantly, why did it standout to you? Was it because it was entertaining or relevant? Or, did …

The future of media is less about shiny new technologies and more about understanding, and then leveraging, strategies around how consumers, content and data interact with these tools of our new world. Consumer Behavior: Devices, mobile apps and social platforms like Facebook make it fast and simple for consumers to create personal and public records. Consumers are using technology to create a "me-centric universe" and are documenting, curating and sharing their experiences -- as they happen. In fact documenting the experience is becoming more important to some consumers than the experience itself. Flickr and Instagram alone hold endless …