Conventional wisdom argues that the social and mobile advertising market is poised to grow based on past patterns of dollars following consumer usage patterns.
What if this conventional wisdom is wrong?
We believe that advertising dollars that have been predicted to flow to social and mobile based on the historical trend of "dollars following eyeballs" will instead be repurposed outside of advertising. We expect a large portion those dollars to go to companies that are building technologies and services designed to take advantage of the unique properties of social and mobile Internet usage rather than companies engaged in traditional advertising.
The goal will be the same – consumer engagement – but the modality through which they reach the consumer will be different based on the unique capabilities that social and mobile Internet have to offer.