What Pokémon GO's Marriage of Offline and Online Worlds Means for Advertising

I think it's safe to say, Pokémon GO is a worldwide phenomenon. The breakthrough app has single handedly thrust augmented reality into the mainstream. In just weeks after its release, the app has surpassed Tinder and Twitter for active users. Although a mobile app success of this magnitude is increasingly rare, Pokémon GO represents an entirely new opportunity for consumers and advertisers alike. Indeed, another headline for this column could be: The Advertiser's Guide to Catching Them All.