“I’m only watching for the ads.” We’re used to hearing this on Super Bowl Sunday, that annual bright spot for an industry in the throes of transformation. But during the rest of the year, consumers swat ads away like mosquitoes—skipping them on TV, blocking them on the web, dreading them on mobile. Imagine a friend picking up their iPhone and saying, “I’m only using it for the ads.” Cue uneasy laughter—we know this will never ever happen.

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