Perhaps the best description of the challenge was expressed to me in Marathon by the legendary investor and WPP board member Ester Dyson , who said that the advertising industry needed to `` deliver value rather than just describing value . '' Mobile is changing the face of marketing but no one is sure what the long-term impact will be . U.S. entrepreneur Jeff Pulver says small screen will disrupt , but not kill the industry . The mobile revolution has been a boon for advertisers and marketers who are trying to reach consumers on their phones or tablets with ads that they can see without leaving the app. Mobile advertisers need to deliver value , not just describe it , says investor Ester Dyson .
Mobile is changing the face of marketing but no one is sure what the long-term impact will be . U.S. entrepreneur Jeff Pulver says small screen will disrupt , but not kill the industry . The mobile revolution has been a boon for advertisers and marketers who are trying to reach consumers on their phones or tablets with ads that they can see without leaving the app. Mobile advertisers need to deliver value , not just describe it , says investor Ester Dyson .