The data continues to point to a disconnect – consumers have flocked to consume\u00a0content and engage socially using mobile devices, over desktop alternatives.\u00a0So why\u00a0have advertisers still not piled in to mobile at the same rate?<\/p>\n
“It\u2019s sometimes an afterthought,”\u00a0IPG Mediabrands global mobile head Travis Johnson<\/a> agrees, in this video interview with Beet.TV<\/p>\n “We\u2019ve got clients \u2026 seeing upwards of 50% of their site traffic come from mobile devices, and they\u2019re dedicating 1% of their spend to driving people there. (Only) a few percent of global media spend is going to mobile.\u00a0They\u2019re not making the most of that.”<\/p>\n What accounts for this ongoing schism? And isn’t it a missed opportunity? Johnson says: “It\u2019s a new space where \u2026 it take s a lot of infrastructure to get all your assets aligned. It\u2019s taking a lot of clients quite some time.”<\/p>\n <\/p>\n This interview is part of <\/span><\/i>a series<\/span><\/i><\/a> of videos leading up to the DMEXCO conference in Cologne. The series is presented by <\/span><\/i>4C Insights + Teletrax<\/span><\/i><\/a>.<\/span><\/i><\/p>\n","protected":false},"excerpt":{"rendered":" The data continues to point to a disconnect – consumers have flocked to consume\u00a0content and engage socially using mobile devices, over desktop alternatives.\u00a0So why\u00a0have advertisers still not piled in to mobile at the same rate? “It\u2019s sometimes an afterthought,”\u00a0IPG Mediabrands global mobile head Travis Johnson agrees, in this video interview with Beet.TV “We\u2019ve got clients […]<\/p>\n","protected":false},"author":15,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"mc4wp_mailchimp_campaign":[]},"categories":[5246],"tags":[5265,3064,3380,5262,2782,4112],"_links":{"self":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/35057"}],"collection":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/users\/15"}],"replies":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/comments?post=35057"}],"version-history":[{"count":0,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/35057\/revisions"}],"wp:attachment":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media?parent=35057"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/categories?post=35057"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/tags?post=35057"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}