For so many years, a lot of the companies and ad technology companies building mobile advertising capabilities have been relegated to the cheap seats in the back with little attention or ad dollars allocated to it. Well, that's not the case anymore.
With so many people receiving Olympic results ahead of time, either through social media, live streams, or other live sources, the audience for time-shifted coverage should have plummeted -- right? Yet NBC's ratings were as strong as ever.
The power of mobile devices is increasing, the prices are coming down and the range of apps and content for them is growing -- including videos, live TV and catch-up TV. So the choice for marketers is clear.