The most effective ads today are experiences that provide value to customers. The biggest challenge is providing that value at scale in a world where people are empowered to consume media on their own terms through a dizzying array of gadgets, devices and doodads. This puts marketers between a rock and a hard place. For years, marketers have distributed messages to people with banner ads, which are like a rock that we throw at people with the dim hope that we’ll knock them upside the head. These rocks provide no value whatsoever. Today, we’ve figured out how to create value — apps. Figuring out how to create utility is no easy path. Indeed, it is a “hard place” to reach.