Programmatic media specialist RadiumOne has appointed the head of WPP’s mobile division to lead its expansion into the mobile programmatic advertising market across Europe, the Middle East and Asia regions.
Jonathan 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.
At WPP, he was vice-president 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 its product management and strategic partnerships team.
He will sit on RadiumOne’s European executive board and report to European MD Rupert Staines, who said: “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.
“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.”
Tom reckons that mobile, as an ad medium, is underperforming – accounting for 40% of Internet time but only 27%* of online ad spend. He claims that it is increasingly the preferred screen for consumers but advertisers are not responding in kind, “which is understandable due to the complexity of the space”.
He added: “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.
Just last week, RadiumOne signed a deal with ITV allowing the company to become the first major UK TV braodcaster to sync television commercials with online ads.
ITV programmatic deal to sync TV with online ads
How programmatic TV will turn on all brands
Tesco fights programmatic fears
Agencies most at risk from robots
Machines lose £48m worth of ads
Machines buy £1bn of advertising
Royal Mail in programmatic test