The New York Times writes:
Marketers used to try their hardest to reach people at home, when they were watching TV or reading newspapers or magazines. But consumers viewing and reading habits are so scattershot now that many advertisers say the best way to reach time-pressed consumers is to try to catch their eye at literally every turn.
We never know where the consumer is going to be at any point in time, so we have to find a way to be everywhere, said Linda Kaplan Thaler, chief executive at the Kaplan Thaler Group, a New York ad agency. Ubiquity is the new exclusivity.