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?”