Execs: Mobile to Become the 'First Screen'
Bob Greenberg, CEO and global chief creative officer at R/GA, and Arto Joensuu, global director of e-marketing for Nokia, today explained how the “third screen” — or mobile media — will become the “first screen,” surpassing television and online.
“Complicated changes are due to the impact of technology on marketing,” said Greenberg. The evolution of the screen — as all media — is dependent on consumer behavior, he said.
Nokia’s Joensuu believes most handsets will include global positioning systems, cameras and Internet capabilities — and therefore “unique abilities for marketers” in this changing landscape.
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