FORT LAUDERDALE — Mexican viewers are flocking to mobile screens – but not all advertisers are following suit, according to one leading broadcaster.

“We see between 60% and 70% of the traffic coming through mobile,” says Azteca chief digital officer Diego Leonel De Cervantes. “The government is pushing a lot to have broadband for people – usage has spiked.

“For the agencies – it’s a chicken-and-egg thing. Most don’t have a campaign designed to run on mobile.

“They take the same TV ad and give it to you and ask you to run it. They don’t take advantage of the intimacy the mobile phone has with the user. Hopefully, this year a few will jump.”

He was interviewed at Beet.TV’s annual executive retreat.

The Beet Retreat ’15 was sponsored by AOL and Videology. Please find additional videos from the event here.