Having written repeatedly that ‘digital ad inventory’ has grown beyond our ability to wrap our mind around, I need to pass along a second, related point.
More people on more phones more often is the main cause of this inventory explosion. Off-loading life to the cloud is another contributor, but smaller.
Focus on more people on more phones more often.
This is happening.
But what are more of us doing on more of our phones more often?
This is the point to relate.
I’m not talking about the Apps, Sites, Clouds being used to ‘take care of something.’
Or the Podcast, Video, connect Apps we engage with passively.
The related point is **what they aren’t doing** when more people on more phones more often.
Not reading a paper, watching or listening as much ‘over the air’ or, even, ‘basic cable’ — not going to the mall or the theater as much, either, I suspect.
This alone is certainly enough to have a smart business working on a digital strategy to get more business from its website.
The related point plays in this way:
— The more people on more phones more often cross all ages, but slant younger
— There are 78MM Baby Boomers 55 and older
— There are 92MM people between 7 and 38 — Millennials and Gen Z
— There are another 26MM children 6 years old and younger
A smart business is looking to grow with new customers … younger, long-term customers.
A ‘Digital Strategy’ can get customers. A ‘Digital Investment’ can build a business.