Media executives from both sides of the atlantic were in agreement at a recent Mobile Advertising Symposium that fee-based media services of all kinds will increasingly give way to ad-supported models in the next few years. Surprisingly, this transition will be driven by consumer sentiment as individuals come to find countless small fees more and more burdensome in aggregate. People are going through subscription burnout and the consumers are saying enough is enough.The solution may be short, contextual, targeted advertising - the kind that mobile is ideally suited to.

Mobile advertising will likely be short-form, five or seven seconds, and consistent with programming but if the content of the commercial is not relevant to Generation M - they'll reject it.