Tom's role will involve developing that offering and providing guidance and support to agencies and brands. European MD, Rupert Staines, who Tom will report into, explained this key point, "Mobile programmatic is evolving fast and marketing technology companies need to better help agencies and brands navigate and understand how beneficial it can be in executing more successful campaigns."
Staines went on to say, "To attract someone of Jonathan’s calibre from the world’s largest agency group enables us to do just that and confirms the increasing importance of mobile programmatic in digital advertising.”
RadiumOne seems to be somewhat on a roll in attracting senior agency talent, in June they hired ZenithOptimedia France’s Chief Data Officer, Julien Braun, as Senior Director of Data & Platform, EMEA.
At WPP, Tom was VP EMEA at both Tenthavenue Media – a company focused on mobile audience and location products – and Joule, WPP’s mobile marketing agency. Before WPP he managed Microsoft’s Mobile Advertising Division in their Product Management & Strategic Partnerships team.
Tom makes the point that education is critical, pointing out that "Mobile, as an ad medium, is underperforming – accounting for 40% of internet time but only 27% of online ad spend" according to IAB, PwC and UKOM figures. He said that mobile is "increasingly the preferred screen for consumers but advertisers are not responding in kind, which is understandable due to the complexity of the space."
