As our attention shifts to mobile phones—and their smaller screens—ads are becoming vastly less effective. And companies built on ad revenues, like Google and Facebook, should start to sweat.
At least this pessimistic article ends on a positive note:
If the 100-year history of advertising tells us anything, it’s that advertisers shift to new technologies more slowly than audiences, but eventually, they get there. In 1941, a Brooklyn baseball fan might have wondered whether radio ads would ever work on television. He couldn’t have known the answer. We do now.