BARCELONA, Spain — Will the mobile web kill off apps? That is an oft-asked question. Right now, however, the route for advertisers to take is clear, says ad group Mindshare’s chief digital officer Norm Johnston.

We’ve moved past the mobile vortex and confusion,” he tells Beet.TV. “But there are still some fundamental issues.

“Do brands go down an app route or stick with the browsing experience? If you look at information coming from the US, 80% of consumers are going through apps.

“What role can they play with apps or within apps? (They should) embed themselves in existing apps.”

Johnston was interviewed by Beet.TV at the big Mobile World Congress convention.