NEW YORK ? An Urban Airship executive at the Mobile Marketing Summit: Wearables and Holiday Focus 2015 emphasized the importance of unadvertising, a concept derived from consumers' waning interest in traditional intrusive ads and growing desire to choose with which content they engage.

The emergence of the Internet and the evolution of various digital technology has shifted control from marketers to consumers. Individuals have an array of options to bypass traditional ad interruptions and more content causing distraction, which means brands need to innovate to serve consumers tools to build a strong relationship.

?We are all battling for real estate on the smartphone, the most valuable real estate as we all know, being in the industry,? said Brent Hieggelke, chief mobile evangelist at Urban Airship. ?I stood on this stage two years ago and predicted that we would reach the mobile majority, and as we have heard, we crossed over that. 

?So data that just came out a couple days ago confirms we are officially spending more time on mobile apps than TV,? he said. ?So what is happening now is that these devices have given all of these control to the consumers.

?It is clear to that they do not want advertising.?

The advancement of technology and social media has allowed consumers access and control of whatever and however they want to engage with. This has created a strong aversion to interruption advertising, which traditionally was the only method for marketers to reach consumers. 

In the past marketing consisted of various methods of interrupting entertainment content such as commercials on television, radio, magazines and newspapers. The goal was to reach as many individuals as possible, as many time as possible in an attempt for the brand to leave a lasting impression and increase sales. 

For some cases this traditional type of advertising may still have some pull, such as high quality ad content during the Superbowl but for the most part in today?s mobile centric world this is substantially out dated. Marketers must develop unique content that consumers choose to engage with such as interesting, helpful applications and mobile tools. 

Starbucks? app is a prime example of unadverstising, in which the retailer has served the consumer a variety of tools that make their lives easier. This creates a lasting impression on the customer, as well as helps drive sales. 

Creating personal content that gives an experience specific to each individual such as knowing where a person lives and works, purchase history and their behavior can insert the consumer within a brand and make a loyal follower. Consumers have such a strong voice today from social media, that it is imperative that brands serve content that is completely transparent. 

If marketers are inauthentic, consumers will see through it and will let the brand know through a variety of social media channels. 

?Advertising was fundamentally based on interruption,? Mr. Hieggelke said. ?We interrupt this show with 30 second spots, print ads in the middle of the articles your reading, commercials in the middle of your favorite songs.

?Unadvertising is about the consumer inviting you, curating your brand to be on their device,? he said. ?Now the consumers really want to be targeted to and they want relevance.?