WPP’s Jonathan Tom has been appointed to the newly-created role of head of mobile programmatic EMEA for RadiumOne.
Reporting into European managing director Rupert Staines, Tom will be responsible for developing the company’s mobile programmatic offering as it continues to expand across Europe, as well as sitting on the European executive board.
At WPP, Tom was vice president EMEA at both Tenthavenue Media and Joule, and prior to that managed Microsoft’s mobile advertising division in its product management and strategic partnerships team.
“Mobile, as an ad medium, is underperforming…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,” said Tom.
“Given the critical role that mobile plays in the growth of programmatic media, I am keen to help advertisers and agencies realise the full potential of mobile first and cross-screen ad solutions across EMEA.”
Staines added: “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.”
The appointment comes as RadiumOne strikes a new programmatic deal with ITV, which will see ITV’s broadcast output linked to RadiumOne’s sharing data capability.
Announced in the same week that Sky Media reached a programmatic deal with Videology, the move will allow ITV’s television advertisers to reach audiences simultaneously across other devices and online environments with targeted ads.
