John Gauntt is a respected expert with respect to the intersection of media, marketing and mobile technologies. The focus of his talk was largely focused on the challenges and opportunities afforded to advertisers, content producers, and distribution mechanisms. Gauntt started off with a video that pokes fun at the rapidly changing relationship with advertisers and consumers:
In essence: the one-way love affair / monologue between advertisers and marketers is over.
Consumers are increasingly in command of where and how they consume media and marketing communications whether it is watching CNN in an elevator or reading newspaper articles in mobile web browsers. Location is becoming simultaneously less relevant and increasingly more important to maintain relevance between consumer behavior and advertisers and the communications used to connect the two.