The data continues to point to a disconnect – consumers have flocked to consume content and engage socially using mobile devices, over desktop alternatives. So why have advertisers still not piled in to mobile at the same rate?
“It’s sometimes an afterthought,” IPG Mediabrands global mobile head Travis Johnson agrees, in this video interview with Beet.TV
“We’ve got clients … seeing upwards of 50% of their site traffic come from mobile devices, and they’re dedicating 1% of their spend to driving people there. (Only) a few percent of global media spend is going to mobile. They’re not making the most of that.”
What accounts for this ongoing schism? And isn’t it a missed opportunity? Johnson says: “It’s a new space where … it take s a lot of infrastructure to get all your assets aligned. It’s taking a lot of clients quite some time.”