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“ “Came out to do shopping, while parked up just reading some news about UK and the world. Also catching up with the latest results of the premier league game. While parked up I have nothing to do…instead of using Facebook, I like to know what’s the headlines today. Shahenur, 23 3. Enter their world A narrated world To Relax Smartphone fulfils 2 key need states for millennials To Distract Smartphone fulfils 2 key need states for millennials They welcome clever advertising that exploits digital technology They notice and enjoy seeing tailored adverts, and click on them regularly “ Id like digital marketing to be smarter – if there were a way to track someones reading habits and show them adverts based on this it would be useful. I love fashion so this advert is perfect for my interest. Its related to somewhere I can shop for clothes so would definitely interest me – I love clothes shopping! - Sophie, 23 Ads should be streamlined and non-invasive to news content ..the Daily Mail for example is right at the bottom of the screen and is great because it is tailored and non intrusive to the story Im reading - Mark, 33 “ Smartphone advertising should be seamlessly integrated, interactive and targeted “ I would make it less invasive and more targeted. I know that internet advertisers can track your browsing activity and target adverts at you, but I feel these are still quite generic. I dont know how, but it would be great to see adverts tailored personally to you – Michael, 21 “ I would like more personalised and more interactive. I like adverts which are moving and catch the eye, rather than just a still image – Paul, 34 “ “ 4. Fuel their conversation In the know Something to share Be smart about smartphones Five principles for engaging the smartphone newsbrand consumer Mobile matters 36m UK adults own a smartphone ￡7.2bn mobile ad spend in 2014, ￡2.3bn (32%) display 2hrs 4mins daily time spent by average UK adult on their smartphone The