Ken Auletta to Speak at the Video Everywhere Summit

Frey amp160Your new book Frenemies is garnering significant attention in the advertising and media communities amp160Please briefly tell us what the books is aboutAulettaamp160 Frenemies argues that advertising and marketing dollars are vital to support most old and new media not to mention its vital role in linking the sellers of goods and services to buyers amp160But the disruption that has struck most industries from music newspapers magazines radio and television taxis and hotels book stores and department stores now strikes advertising endangering the industry39s advertising subsidiesFreyamp160 Who are the advertising worldamp8217s leading frenemiesAulettaamp160 For advertisingamp160agencies and their holding companies the frenemies are many amp160They range from publishing platforms on which they place their ads and which now have formed internal ad agencies to Facebook and Google to whom they sell ads but who also go around agencies to deal directly with clients to consulting companies that once advised agencies and now compete to gobble up agencies to clients who increasingly take advertising work inhouse amp160But the foremost frenemy the one that poses an existential threat to advertising itself is the consumer amp160The consumer hates being interrupted by advertising particularly on their mobile phones which is as personal to most of us as is our purse or wallet amp160Twenty percent of Americans and onethird of Western Europeans have ad blockers on their mobile phones amp160More than half of Americans who record television programs on their PVRs skip the ads when they watch the recorded programsFreyamp160 Thereamp8217s a fine line between privacy issues and putting targeted relevant messages in front of consumers amp160What grade would you give the ad community on how well it is walking this fine lineAulettaamp160 An incomplete grade amp160The ad community is rightly anxious about the future of advertising and eager to latch onto ideas that might brighten business amp160I sense that the ad community in general exhibits too much faith in targeted ads and too little awareness of the privacy dangers amp160I don39t think we yet know whether targeted ads meant to be embraced by consumers as a service will instead be seen as creepy amp160And if they areamp160seen as invasive beware that the US government will intervene as has the European UnionFrey amp160How do you choose the topics for your books and do you have one in mind for your next projectAulettaamp160 I liken what I39ve done in reporting 12 books to visiting new planets getting to know the natives the customs the challenges and then moving on to a new one amp160I am now brooding over what that next planet will beFrey amp160Does the Presidentamp8217s repeated charges of amp8220fake newsamp8221 concern you in terms of the media maintaining its credibility as a watchdog over government Has trust in media been irreversibly damaged because of the constant attacksAulettaamp160 Senator Pat Moynihan famously said that people are entitled to their ownamp160opinions but not their own facts amp160I think that Donald Trump39s quotfake newsquot and quotenemy of the peoplequot refrains empower his supporters to embrace his quotfactsquot as opposed to the quotfactsquot reported in much of the press amp160Aamp160democracy relies on the public accepting a common set of facts and acting on them amp160And it relies on checks and balances including a check by the press on the abuse of power by governmentsamp160Freyamp160 What media do you consume on a daily basisAulettaamp160 A plethora of media including The New York Times Washington Post Wall Streetamp160Journal Financial Times New York Post cable and network news and a blizzard of media and other digital news sites that I either subscribe to or arrange to appear in my inbox dailyFrey amp160You39ve attended and spoken at past DPAA Summits and know the sector What39s your impression ofamp160digital outofhomeamp160advertising and how do you see it fitting into the broader ad landscapeAulettaamp160 I believe digital outofhome advertising has real growth possibilities Consumers are wary of advertising that interrupts them on their mobile phonesamp160their televisions and portable devices amp160As advertisersamp160throw more ideas against the wall to see what sticks and will gain attention you have opportunities to create new forms of advertising novel advertisingamp160vehicles withamp160messages that will surprise rather than annoyClick the social buttons above or below to share this content with your friends and colleaguesThe opinions and points of view expressed in this content are exclusively the views of the author andor subjects and do not necessarily represent the views of MediaVillagecomMyersBizNet Inc management or associated writersamp160amp160

Click to Make Your 2025 Contribution to Support the MediaVillage Education Foundation

Ken Auletta to Speak at the Video Everywhere Summit

Author

Publish date

Channel

Barry Frey

The Ad Council, Huntsman Mental Health Foundation and Amazon Announce “The Mind Set” to Support Mental Health - Ad Council InSites

More Videos:

Click to Make Your 2025 Contribution to Support the MediaVillage Education Foundation

Ken Auletta to Speak at the Video Everywhere Summit

Enjoying This Commentary? There's More to Love

Barry Frey

The Ad Council, Huntsman Mental Health Foundation and Amazon Announce “The Mind Set” to Support Mental Health - Ad Council InSites

The payment was successful

Cookies