MWC 2016 Live: Mobile ad industry still waiting for “revolution”

Mobile MWC16Martin Sorrell, chief executive of advertising group WPP, bemoaned some shortcomings in his industry that mean mobile advertising is still not taking off as much as it should.

“Probably the mobile revolution has not registered yet with companies, although it might have registered more ironically with the long tail then it has with larger companies. But it still has not penetrated companies to the degree it should have,” he said during the afternoon keynote today, Mobile is Commerce.

He referenced research by analyst Mary Meeker which showed an underinvestment by the advertising industry in mobile, alongside an overinvestment in analogue newspapers and magazines.

As to why, Sorrell looked inside the advertising industry for an explanation:

“Some of the things are to do with the industry we are part of. We haven’t’ adapted. When people talk about creative industries they are talking about Don Draper [of Mad Men], they are not talking about the new definitions.”

There are many “creative people” such as software engineers inside the industry too, he pointed out, as an example of changing roles. It’s a question of definition. “We haven’t contextualised correctly yet. A lot of what we see, and not in mobile but digital, is not contextualised effectively as it should be.”

He connected this shortcoming with a rise in talk of adblockers at MWC. “The launch of another adblocker and people are obviously thinking hard about it,” he said.

the sting Milestone

Featured Stings

Can we feed everyone without unleashing disaster? Read on

These campaigners want to give a quarter of the UK back to nature

How to build a more resilient and inclusive global system

Stopping antimicrobial resistance would cost just USD 2 per person a year

Changing healthcare systems with simple technological solutions

The financial sector cripples Eurozone growth prospects

Women must be at ‘centre of peacekeeping decision-making’, UN chief tells Security Council

Black babies more likely to survive when cared for by Black doctors, suggests new study

Ahead of key UN-backed Marrakech migration conference, youth recount harrowing journeys

Is your smart home as safe as you think?

Deal on faster exchange of non-EU nationals’ criminal records

Brussels terrorist attacks: Schengen in danger once again while leaders gather Europe’s multiple broken pieces

Space science now a ‘fundamental pillar’ of 21st century human development: top UN space official

It’s time to ‘eliminate the scourge of conflict-related sexual violence’, urges UN chief

Commission assesses and sets out reform priorities for the countries aiming to join the EU

UN-led Yemen ceasefire monitoring team gets ready to begin operations

Further reforms needed for a stronger and more inclusive Argentine economy

Germany tries to save Europe from war between Ukraine and Russia

EU leaders slammed on anti-tax evasion inaction and expensive energy

What’s an ‘essential service’? Not knowing could block access to key digital services during COVID

DiscoverEU: 15,000 travel passes up for grabs to explore the EU this summer

Artificial Intelligence raises ethical, policy challenges – UN expert

Brussels to tear down the trade wall with Mexico as opposed to Trump’s “walls”

The impact of COVID-19 pandemic on mental health

5 surprising ways digital technology is changing childhood

EU Youth Conference in Amsterdam: enabling young people to engage in a diverse, connected and inclusive Europe

CEOs as activists: should leaders speak up about social causes?

Alarming number of Ebola deaths in DRC a ‘rallying cry’ to scale up treatment

Three trends shaping the future of mobility in 2020

How Africa’s women can drive the 4IR forward

More attacks, ‘persisting security challenges’ threaten progress in West Africa, Sahel

EU-China: Council authorises signature of the agreement on geographical indications

COP21 Breaking News_03 December: Argentina Accepts KP Amendment

Remarks by H.E. Ambassador Zhang Ming At the Reception in Celebration of the 70th Anniversary of the Founding of the People’s Republic of China

‘I thought I’d never get out alive’ – the Muslim director who interviewed neo-Nazis

Dark spots on EU humanitarian aid spending

Want a fairer society? This economist says he has the answer

European Commission calls on national political parties to join efforts to ensure free and fair elections in Europe

Norway is known for its cold weather – but it’s been in the grip of a severe heatwave

UK must end ‘unlawful’ administration of Chagos Archipelago ‘as rapidly as possible,’ top UN court rules

We need better alignment between climate and trade. Here’s a roadmap

Using the quarantine to your advantage

ECB reaches the boundaries of its mandate to revive the entirety of Eurozone

Green Deal: measures to step up the fight against global deforestation

Tourism and transport: Commission’s guidance on how to safely resume travel and reboot Europe’s tourism in 2020 and beyond

Macron defends the idea of European sovereignty

At last some rules on banks

Vaccines: from miracle to possible danger

Iran: BBC and other broadcast journalists harassed; families threatened – UN experts

The European Commission, European Investment Bank and Breakthrough Energy Ventures establish a new €100 million fund to support clean energy investments

Coronavirus Response: Commission welcomes ‘Best Practices’ to provide relief for consumers and businesses

Better air pollution data is helping us all breathe easier. Here’s how

How a 3-point plan could help rebuild business for the long-term

Corruption undermines democracy and contributes to instability, warns senior UN anti-crime official

Close to final agreement on the EU Banking Union

5 charts that explain big challenges facing Italy’s new government

Take Care of In Order to Be Taken Care of

We’re all in the same boat on the SDGs. Here’s how we steer a course

Global aid needed for healthcare

European Commission: Does Apple, Starbucks and Fiat really pay their taxes?

Practicing healthcare: Skills of a good healthcare professional and its effects

How Sierra Leone is using 3D printing to become a model state

Coronavirus (COVID-19): Latest news from Monday’s World Health Organization briefing

Security Council gravely concerned by Ebola outbreak in DR Congo, demands immediate end to violence hampering response

More Stings?

Advertising

Speak your Mind Here

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out /  Change )

Google photo

You are commenting using your Google account. Log Out /  Change )

Twitter picture

You are commenting using your Twitter account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )

Connecting to %s