COLOGNE – Today, it has become a given that both consumers and advertisers will make use of the internet on mobile devices, says Stefan Uhl, CEO of SMG Germany. A year or two ago, the idea of the “Ice Bucket Challenge” becoming viral – in part because of the ease of uploading mobile videos – was unimaginable, he says.

Linear TV is still the strongest medium, with 3 to 4 hours of daily usage among targeted audiences, but “second stream” viewing and the use of mobile video is growing alongside it.

“But…we shouldn’t forget that there is ‘lean back’ and there is ‘lean forward,” Uhl says. “There will always be a situation for the consumer in which he just wants to relax and let things wash over him.

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