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Recently, research firm eMarketer estimated that spending on mobile ads, on smartphones and tablets, will eclipse advertising spending on radio and in print this year.
Advertisers will spend a projected $18 billion on mobile platforms in 2014, while newspapers will draw about $17 billion in ad revenue, and radio roughly $15 billion.
That shift in ad dollars has led to a shift in creative approaches, with more and more marketers are either mimicking or using consumer-generated content in their advertising.
Here & Now media analyst John Carroll discusses the trend with host Jeremy Hobson.
This segment aired on August 1, 2014.