A couple of considerations looking at the charts in the tweet below.
The growth of Facebook (including Instagram) is surprising, in that it comes at least in part from erosion of the share of Google (including YouTube). That means, of course, that Zuckerberg and friends will change very little of what has made that growth possible, even if at the expenses of social and civic well-being.
It is quite a thing that print still gets 7-8% of ad spending, despite people spending just 1-2% of their time with print. Considering a similar ratio was also valid in 2010, print had probably been seen for a while as a cheap option to spread the brand. And perhaps one that can get pretty granular (niche and lifestyle magazines) in front of a pretty high level of control (that companies lose with programmatic, for example).
Despite the attempts of innovating and the limitless potential of the platforms, advertising on digital (both mobile and desktop) is still pretty much a copy of what was previously happening on television, radio and print: interrupting the attention of somebody who is there to do something else. Nothing particularly new regarding what advertisers are looking for.