The growth of mobile advertising has been hamstrung by inadequate technology, according to Sir Martin Sorrell, CEO of the world's largest ad agency holding group, WPP. He added that limited bandwidth, small screens and poorly performing devices are causing advertisers to hold back on spending. Currently, users spend about a quarter of their time engaging with media on mobile devices, but mobile ads account for only 12% of total ad spending, according to Sorrell. "The problem is not just one of technology," he said.
The growth of mobile advertising has been hamstrung by inadequate technology, according to Sir Martin Sorrell, CEO of the world's largest ad agency holding group, WPP. He added that limited bandwidth, small screens and poorly performing devices are causing advertisers to hold back on spending. Currently, users spend about a quarter of their time engaging with media on mobile devices, but mobile ads account for only 12% of total ad spending, according to Sorrell. Magna Global estimated that mobile will grow to 36% of total ad spend by 2021, from the 16% recorded by the marketing consultancy for 2016.