Where are marketers spending their advertising dollars? There has generally been a lag time between when the audience assembles and when advertisers begin to notice a large audience shifting to a different medium. A main cause for the lag is that advertisers need to get familar with the new media.
My favorite example to use is mobile media. Other media, like internet and television, tend to equalize in terms of media consumption and advertising dollars spent. However, with mobile, it is the opposite. Mobile has 10% attention and only 1% of advertising. This can be considered either a great opportuity or that people just dont want ads on their mobile devices. It comes down to how ad units and mobile behavior need to catch up with each other to create a mobile marketing strategy.
In my video below, I explain more on how advertising dollars are shifting.