As powerful as TV was to change in the world and as seemingly unbelievable as the changes were that the Internet generated, these pale in comparison to the power of mobile as the seventh mass media. Remember that mobile is not just about phones; it is about any device that can do what other mass media does but in a mobile environment. When you combine the fact that this can replicate all other forms of mass media and is the most widely owned and used media tool in the world, it becomes obvious how powerful it is.
If you consider the adoption rates of mobile, it is simply astounding how prevalent mobile device use is around the world. Over half the population of the planet has a mobile phone. In many countries, the adoption rate is more than 100 percent. In the U.S., that rate is 80 percent; in Canada, it is 60 percent. Almost everyone has a mobile phone these days.
In addition to being so widespread, mobile as a mass media is extremely personal. Everyone knows that hundreds of thousands of others are reading a newspaper and the ads are targeted only by geographic vicinity. Virtually any ad could apply to any of the readers within a metro area. Everyone knows that millions of others are watching a TV show (and probably skipping through the commercials on their Tivo, too), and the ads are targeted to the general demographic that is watching the show. On mobile, it is possible to make sure that ads are precisely geographic and specifically personal.
For example, a person who has done a mobile search for a specific restaurant in the past can see an ad for that restaurant when reading an online news story on his phone in a nearby automotive repair shop waiting area. The woman right next to him reading the same news story might see an ad from a nearby shoe store where she has a loyalty card that is tracked through her mobile device. Meanwhile, the busy mom across the room could be getting a text message coupon from a fast food eatery where she frequently takes her kids when she needs a quick meal on the go. Compare that to the TV that is also on in the waiting room. All three of these people see the exact same advertising regardless of whether it applies to them personally.
There is no other media that can reach all these people with the message that is exactly right for them at the exact time that works for them while they are geographically located close enough to take action.
