The history of advertising shows that for any new medium, the industry tends to use the same approach that worked in the old medium. The first TV ad was produced by Bulova watch and it showed the image of the product with a voiceover — essentially the same as a radio ad. The first online ads mimicked the format of familiar print ads. Google’s view of mobile ads reflects its search DNA, even though over 85% of the time people spend on mobile is on apps, not mobile browsers. And now companies are pouring billions of dollars into irrelevant and annoying banner ads on mobile phones that are essentially miniature replicas of the desktop version.