Let's start this article with one very simple question: Where's your smartphone - right this moment? Are you holding it in your hand? Is it lying next to you? 

It probably took you just a second to answer this. But it's not the physical location of your phone I'm getting at. It's the place, the level of importance it took in our minds: We know where it is at all times, because it's the one thing we use for pretty much everything [digital].

Scenario: There's a cool song playing in a video you're watching on your computer. But does anyone still hack in the lyrics into google to find out what song it is? No. Because even when consuming other media, your mobile device is at hand to help out. And you're not alone.

A good 70% of people use their smartphone while consuming other media, with a third of them doing so while watching TV. So I cannot help but wonder — why is there not a single commercial out there - not even one at this years Super Bowl - that engages people with their smartphone? Because even if the consumers don't hold their phone in their hands while watching, it's very likely in reach. Did no one think ever think of integrating live action, social deals, location specific offers, Facebook/Twitter into commercials? What about those additional 40% that are up for grabs on different media channels? It's time to engage them.

Ads have gone mobile some time ago and they're still incredibly effective: more than 80% of people notice them. That's quite the percentage. And yet most clients invest a mere fraction of their ad spendings in mobile ads. Further, about 75% of smartphone shoppers make a purchase as a result of using their smartphones to help them with shopping.

If I were a retailer, I'd throw in smart phone events every week inviting people to compare prices, to check for availability, to ask their friends about their opinion about a purchase even in when in the store. Go social with what they do — let them carry the word to their friends and followers for you. And why not combine game mechanics with purchases on mobile phones?

There's a whole new world unfolding if we just go a little wild with the technical possibilities provided. This is a fantastic time we're living in right now: We're all witnesses of how the computer is rendered irrelevant and everything moves into the cloud while all we need we carry with us. Location doesn't matter anymore. Neither does language. Communication has evolved. It's time to rethink how we advertise our brands and products. Once again.