What Fate Awaits Next-Generation Advertising Vendors?

Ubiquitous content is giving rise to the Anywhere ConsumerTM, enabling him or her to access music, videos and games regardless of device, network, time of day or geographic location. On the surface, the Anywhere Consumer appears to be the answer to advertisers’ prayers. With such a rich and diverse media mix, it should be easy for brands such as Coke and Verizon to surround consumers with their message. But in many ways, the Anywhere Consumer is the hardest to reach.