Running the risk of unoriginality, Matt Spiegel, CEO of Omnicom Media Group Digital, is using his morning keynote at OMMA Ad Nets to hammer home the idea that digital still only makes up a small share of ad spending, and that the industry is sitting on an absolute goldmine if only marketers would grasp just how much consumer behaviors have changed.

“Despite all that we feel we’ve accomplished, we’ve only begun to be relevant,” said Spiegel. “Consumer behavior has fundamentally changed … Yet we’re still fighting for scraps and what need are marketing dollars in this space.”

Beyond “preaching to the choir” at these closed industry settings, Spiegel implores his piers to “evangelize” on a broader scale. Then, “enjoy the ride,” because he promises the industry is approaching a true tipping point… just as soon as marketers get their acts together.

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