It’s no secret that the world has gone mobile and that people have gone from looking up at big screens to looking down at their mobile screens whenever they get the chance. But, if marketers’ budgets are any indication, one might think this is the best kept secret in the industry.

Mary Meeker’s 2015 Internet Trends report revealed that 24% of people’s time is spent with mobile, while advertisers devote only 8% of their ad budgets to the medium. The “year of mobile” has come and gone, but it appears advertisers missed the memo and have continued to operate like the status quo is still in place.

What’s the Hold Up?

No other opportunity is growing and already as pervasive as mobile. It’s ingrained in consumers lives, and this is only going to continue. Facebook has shifted its focus to mobile significantly as it looks at its core platform as well as its other businesses, including Instagram and Messenger, both of which are mobile-first platforms. The Web isn’t evolving on the desktop. It’s happening on the computers we carry in our pockets.

That being said, mobile can be tough. Banner blindness is even more of a challenge there than it is on desktops, being discovered (in an app store for example) is a challenge as is ongoing engagement, and unpredictable connection speeds hurt even the best designed experiences.

That Baggage is Going Away

Mobile isn’t what it used to be. Screens are getting bigger, which means the opportunities to stand out and overcome so called banner blindness are going away. Marketers are also able to use their mobile engagement efforts to tap into mobile-specific features, like cameras, microphones, gyroscopes and GPS. For every challenge mobile presents, there is an equal (and better) opportunity.

But beyond that, the opportunities to engage are huge. In 2014, 25% of all digital video views were on mobile devices. That is huge and proof of the potential for brands to tell rich stories with sight and sound on the medium.

Finally, social advertising is becoming more mobile than ever. 76% of Facebook’s ad revenue now comes from mobile. Many of those ads, be they on Facebook, Instagram, Twitter or other platform, show up in people’s feeds where they are impossible to ignore and where marketers have the opportunity to add value to users’ experiences with quality content.

Mobile is becoming less of an opportunity and more of an imperative. Marketers who invest in understanding the mobile behaviors of their audiences and then add value to those behaviors will stand out. Now is the time to truly go mobile and stop playing lip service.