• PERMANENTLY CARRIED

• ALWAYS ON

• BUILT – IN PAYMENT MECHANISM

• AT POINT OF INSPIRATION

• ACCURATE AUDIENCE

• CAPTURES SOCIAL CONTEXT

• AUGMENTED REALITY

• DIGITAL INTERFACE TO REALITY

2011 U.S. Ad spending vs. Consumer time spent by media (BI Intelligence)

2012 Mobile Ad Spend By Format

MessagingSearchDisplay

So...