Mindset Shift #3: Don't blow ideas out to mobile.Blow out FROM mobile.

90% of all media interactions happen on a screen, and mobile is the number one screen. In 2015 mobile content consumption passed TV in time per day, and even Google says it will no longer support desktop search by the end of 2016. 

I would take this a step further and say that mobile is not just the number one screen, it's pretty much the number one anything. People interact with their mobile device, that's "smartphone" for the laymen among us, more than just about anything else in their lives. More than. their TV, more than their computer, more than their car. If you believe the Washington Post, we even spend more time with our smartphone than we do with our kids.

So when I get a brief, or talk to a client, I think first about the mobile experience I want to create and work backwards to digital, TV, out of home, or experiential, from there. 

I do a complete 180 from traditional advertising thinking and start with mobile and blow it out to other media, instead of starting with TV or a video and then blowing that out to digital and mobile. TV's biggest role is now as a support medium for mobile. Just as outdoor used to be support for TV.

Think about that for a second. 

At the heart of it, advertising is still about creating ideas that connect people with brands. However, by shifting your thinking to a mobile first world, the core experiences you create for audiences will be more meaningful and purpose driven, versus an add-on to an idea created for the pre-mobile world. 

I'm a writer, a creative director, a passionate believer in the power of idea to change the world,  your brand's fortunes within it. If you'd like some innovative thinking send me a note here, or at andrewkshortt@gmail.com, or go old-school and call me at 647.924.0660