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Companies Integrate Ads Into Social Media To Stay Relevant07:39

This article is more than 6 years old.

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.

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