Martin Sorrell on Mobile: 'We Haven't Adapted'
If there's one thing that's become clear at Mobile World Congress, it's that marketers have a lot of work to do on mobile.
"We haven't adapted," said Mr. Sorrell. "When people talk about creativity in our industry, they're talking about Don
Mr. Sorrell added in mobile and digital, the definition of creativity hasn't been "contextualized" as effectively as it should be and that's why the industry is seeing an increased focus in ad blocking. What Mr. Sorrell means, presumably, is that the industry hasn't thought about what creativity on mobile could really look like, and instead the industry has just relied on inundating people with annoying ads that leaves people with the desire to ad block.
He said that some of this may be because mobile requires a different creative approach, in part because it's a much smaller screen. He said measurement is another issue and that "people are not sure of the ROI" and this is a very important thing. Indeed, measurement and attribution are big issues in mobile advertising, particularly as it relates to linking online mobile searches and behaviors with offline purchases and practices.
"The essential problem is that big companies are not thinking about mobile in the right way," said Mr. Sorrell. They're thinking of it as an extension of digital, just a way to reach consumers. They're not thinking of it in a way that changes their businesses or adds values in a way they weren't able to do previously."