At the IAB Mobile Engage conference in the UK this week, MediaCom Managing Partner for Mobile and Innovation Stefan Bardega said that 18% of the digital ads from the company now are being viewed by consumers on mobile devices. The increase has been staggering, up from only 4% of ads a year ago. Bardega goes on to outline six pieces of basic advice for companies. In addition to telling brands to get their mobile-optimized sites up and running, he warns that traditional demographics may not apply on mobile platforms. “There’s diversity among demographic groups in the way they interact with mobile,” he said.