Tim Bishop, from IMI International Consulting shared some insights from the Consumer Track report on how media spend will shift towards mobile channels as consumers shift their behavior towards consuming content through the device that is always “in hand”. Another interesting tidbit, Coca-Cola, the worlds largest media buyer, now has a line item on their marketing budget allocated for mobile spend. During the recession, global mobile advertising sales have grown by 250%-300% while traditional media spending has been severely trimmed.