Vodafone’s head of global digital marketing has said there remains a “massive gap” between the amount of money spent on TV advertising and the reality of where consumers are consuming content.
Adam Stewart, speaking this morning at the Association of Data Driven Marketing and Advertising global form, said marketers need to stop spending the “vast majority” of their budget on traditional marketing and face up to the reality that the mobile is now the “first screen”.
“Mobile is front and centre and has taken over as the first screen. TV is no longer the first screen,” Stewart told delegates during a keynote presentation.
“Marketers must face the element that consumers’ attention is now mobile. In this increased world of devices the challenge is to be noticed and there is still a massive gap between the amount of ad spend that is going on TV verses where the customers are in this digital age.”