LONDON — Consumers are using many different digital devices to watch content and advertising. But ads are still being bought with an air of fragmentation, says one executive.

“Mobile is still a very, very tiny fraction of advertising spend,” says Nicolas Bidon, UK MD of GroupM’s Xaxis data-handling unit in this interview with Beet.TV

“The limitation we have at the moment – it’s difficult to tell the same story, as a brand advertiser, across multiple screens.

“We know we live in a multiscreen world. But I think advertisers are still allocating budgets channel-by-channel. How do we make it possible for  brands to reach the right audience on the right devices in an integrated fashion?”

This video was recorded  at the Beet.TV programmatic video leadership summit sponsored by Videology, hosted by Xaxis at the London offices of GroupM.