BARCELONA – When it comes to overall advertising campaign planning and execution, “mobile first” should morph into “mobile throughout.” It’s the most effective way to engage with mobile device users along their entire consumer journey, says the Global Brand President of Starcom Worldwide.

Lisa Donohue offers this observation as she attends the Mobile World Congress 2017, the global intersection of all things mobile.

“Currently people think of mobile first,” she says in an interview with Beet.TV. “I really think that it is now mobile throughout.”

Thinking about mobile along the consumer journey encompasses such routine activities as seeking information, watching content (a brand building opportunity) and purchase/conversion, according to Donohue.

The shift must be accompanied by a new mindset with regard to looking at mobile and only seeing “advertising” potential because such thinking “hurts the mobile device,” she adds.

This is because when most people think of mobile advertising they are constrained by traditional formats like 30-second commercials, which are a “negative” on mobile devices. Instead, stress the positives: a near and personal screen, easy and seamless connections to commerce.

“It’s messaging rather than advertising,” Donohue says.

As with most ad/media industry gatherings these days, how brand marketers can harness artificial intelligence and augmented reality are big topics of discussion. “We’re only at the tip of the iceberg,” is how Donohue describes AI.

Nonetheless, many marketers are already using AI in their products or in how they conduct customer service. The challenge is finding what works best for a particular product or service.

Asked about the upcoming television Upfront negotiation season in the United States with regard to video content, Donohue stresses the need for a greater understanding of how people continue to shift their viewing across devices.

“What really needs to happen is the right measurement that actually shows how we can follow those consumers, understand who they are across the devices and get more personal with them,” Donohue says.

This video was produced in Barcelona at the Mobile World Congress 2017. The series is sponsored by Turner. Please visit this page for additional segments from MWC.