By Adam R Jacobson
RBR + TVBR
As Sir Martin Sorrell, CEO of multinational advertising and public relations giant WPP, sees it, there is no turning back from the shift in consumer time spent with digital assets such as Google and Facebook.
Likewise, there’s no sense in anticipating an advertiser backlash of digital platforms and taking these dollars and putting them back into traditional media.
“There is a digital transformation, and it is happening everywhere,” Sorrell said during a Tuesday morning session at the 44th annual UBS Global Media and Communications Conference in New York.
The question facing traditional media such as radio and TV is whether or not it can step up to the plate and fill what Sorrell sees as a void of a third player to truly compete against Facebook and digital ad magnet Google.