Smartwatches, AR goggles, and more: There's a mighty scramble afoot for your last sliver of attention. Is the the start of ad-mageddon?
Essentially, the fifth screen represents a paradigm shift in advertising as much as it represents a change in the way we use computers on the move. It means ads everywhere, and different kinds of ads too--something TV advertisers are beginning to wake up to, now viewers use their iPads and phones while watching TV. Ferrer thinks that, "Every single piece of advertising now has as its goal behaviour change. Understanding how to change behaviour, and what people will choose to interact with is key for advertisers. Expect to see more science, more psychologists, and more behavioral data informing advertising in the future."