A little question to all of those campaigns that showed a web address at their end of their ads. Where was your audience most likely to be when you showed that URL?

A. At their computer.
B. On a sofa.
C. All of the above.

I’m going to suggest, C. Except their computer isn’t a desktop, it’s probably either a laptop, netbook or mobile device. So when these hundreds of thousands of visitors hit your site on their mobile device, what did you give them? Only a few sites gave an optimized version. (Most notably I think Dockers, which let you submit your entry for free pants easily through your mobile device.)

However, beyond just unoptimized mobile sites, there were a few that were all Adobe Flash and gave you nothing! So after spending millions on an commercial, and probably a fair chunk on your Flash sites, you didn’t even think of all those potential customers checking you out on their mobile device?

Internet Apps. How about on my phone?

Boost Mobile. Assuming your phone doesn't do internet.

A couple of others with all Flash were Doritos and Bridgestone.

The days of traditional “Internet Explorer” like web browsers, which you use on the PC which is in your living room are over. When you think about your website, don’t just think along the traditional ‘Who are my users? What do they want?’ lines. Also think- ‘Where are my users? What are they doing? How much time do they have?’.