The reason ads in real-life are effective is that they traditionally haven't had to compete for your attention. Examples:
(1) Standing on a subway platform you are looking straight at a piece of advertising for minutes until your train arrives. (2) Driving down the road, you're staring at a billboard for 1/4 of a mile (15 seconds at 50mph). (3) On TV and on the radio, inertia to change the channel means you often listen to ads.
The problem for those media is that we are now reaching the point where content is portable enough that we now never have to be subject to ads in those public spaces because we can direct our attention to our mobile devices. Over the next for years you're going to see a massive drop in the effectiveness and reach of ads in real life because people will no longer be directing their surroundings.
The only one of the above examples that will survive a while are billboards and even they will only last until we have self-driving cars. Once we have self-driving cars, why even bother looking at the road instead of our iOS and Android devices?