Advertisers continue to spend way too much on print, and are missing the growth of mobile:
… iOS and Android smart devices have experienced twice the uptake rate compared to that of Internet adoption, and four times the rate compared to that of PC adoption. Following this unprecedented adoption, advertising dollars are beginning to flow into mobile. A recent IAB study reported that 63% of top brand marketers have increased their mobile advertising spending over the last two years, and that 72% plan to increase advertising spending over the next two years.
In short, despite the fact that mobile advertising is growing, the platform is far from getting rational levels of spending compared to other media.
Perhaps the mobile app market has grown too quickly, and the ad buying and distribution infrastructure is too immature. But with number rising like this, we will see a wholesale shift into mobile in the next few years.