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Catherine Roe, the Head of Consumer Packaged Goods at Google, delivers an insightful smartphone consumer keynote discussing the evolving landscape of marketing and advertising. She titled her keynote 'The Blurring of the Screens' to articulate the increasing numbers of devices on which people consume media today. Roe argues that a shift this monumental has not been witnessed since the 1950s when the television was invented and it is crucial that marketers and advertisers take this into consideration.

The mobile phone is now moving into the spotlight as 90 percent of Google's revenue is driven by mobile ads. With 93 percent of consumers using their smartphones to access the Internet each day and 20 percent using mobile devices to search for something, advertisers need to adapt or witness sales decrease.

This smartphone consumer keynote offers statistical evidence of the modern day customer.