RadiumOne has hired leading WPP mobile executive, Jonathan Tom, as Head of Mobile Programmatic for EMEA.
It highlights the increasing importance of mobile programmatic in online advertising, particularly as a way to address the under-performance of mobile as an ad medium – it accounts for 40% of internet time but only 27% of online ad spend.
Programmatic media specialists RadiumOne have appointed WPP Mobile Leader, Jonathan Tom, as Head of Mobile Programmatic for EMEA.
Tom will be responsible for developing RadiumOne’s mobile programmatic offering as it continues to expand across Europe, as well as providing guidance and support to agencies and brands. He will sit on the European executive board and report to European MD, Rupert Staines.
“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,” explains Staines. “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.”
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.
“Mobile, as an ad medium, is underperforming – accounting for 40% of internet time but only 27%* of online ad spend,” says Tom.
“It’s increasingly the preferred screen for consumers but advertisers are not responding in kind, which is understandable due to the complexity of the space. Given the critical role that mobile plays in the growth of programmatic media, I am keen to help advertisers and agencies realize the full potential of mobile first and cross-screen ad solutions across EMEA through RadiumOne’s unique audience and sharing insights, unified programmatic platform and robust analytical tools.”
Tom also acts as a strategic advisor for two UK seed stage digital tech startups, Precise.tv and Teavaro.
