A marketer’s challenge is to get consumers to pay attention to them without sticking an ad in the middle of their mobile screens that might turn them off. Take a walk in any neighborhood and you’ll see why. People are wandering about, heads down, eyes glued to their phones, earbuds playing Spotify. Even when they’re outside, they’ve battened down their attention to focus on the rush of their digitally curated world, to the exclusion of everything else. Breaking through the digital cacophony to capture customers’ imaginations when they’re out of their homes is a fierce fight.