Hasta La Creative!

Microsoft arguably didn’t see the transformative power of the internet coming and missed the boat with mobile, but the launch of Windows 10 from Microsoft this week shows remarkable clarity and consistency on the future of the internet and the opportunities it creates for marketers.

Micosoft’s Windows 10 is a software platform designed to pull content from anywhere onto everything. It’s about a single app store with apps that work on every screen. It’s about responsive design, where everything is optimized to the user’s context. In short, it’s about a philosophy of thinking about devices as relatively dumb screens through which we pull optimized content — it’s a world of thinking of media or the devices we use to consume it as a context, not as a channel.

This can have profound effect on marketing. Instead of looking at the world in terms of devices and aligning budgets and ads around specific devices — whether it’s a smartphone, tablet or TV — marketers can now start to embrace this new world where virtually all media is digital, and start creating ideas around these new contexts for advertising.

Continue reading at AdAge.com