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Sir Martin Sorrell of WPP: Consumers will pay for valuable content
20 de octubre de 2015
WPPs founder and CEO, Sir Martin Sorrell referred again to media digital advertising and bashed against the newspapers excessive faith in it. For him, in the face of the fall in advertising, paywalls are the way to go. “The fall in digital newspaper advertising is proof that publishers should have paywalls Sorrel said when speaking at the Society of Editors conference. He added that clients are reassigning their budgets to achieve more efficiency of digital ad spend, which will make it difficult for publishers solely relying on digital advertising income.” “If you have content that has value, consumers will pay for it. You have to get your mind around the fact that digital advertising is going to be less profitable. You must be much more free thinking and flexible about how to make revenue.” Sorrell said that this is true for his own clients, many of them have been re-evaluating their investments on giants such as Google and Facebook. Among the main concerns for advertisers is traffic fraud, and the blame -according to Sorrel- goes to measurement systems that arent “adequately detailed enough.” Regarding ad blockers, he said that they still arent a real threat. “90% of activity on smartphones is using apps which are not subject to ad blockers.”
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