obile phones will eclipse television to become the key route for advertisers to reach consumers, predicts Andrew Robertson, who was appointed chief executive of BBDO last year with a brief to shake up the network. He said wireless devices such as mobile phones, laptops and BlackBerry email technology can help ameliorate the problem of TV viewers fast-forwarding TV ads.

But Robertson admitted that mobile phone users were not receptive to commercial interruptions, unlike TV viewers, and that enticing them to watch ads would be difficult. A BBDO report said consumers would give up their television sets before sacrificing their mobile phones or home computers.... more