Publicis Groupe guru talks about a new era of media transparency, how consumer-created advertising won’t go away and what’s ahead for agencies and traditional media execs who aren’t paying attention.
In a wide ranging interview with Interactive TV Today newsletter, Tim Hanlon, senior vice president of ventures at Publicis Groupe’s Denuo, says the media are entering an era of transparency that will bring the kind of transformation that has already swept the travel and real estate industries. At the core of this revolution is consumers’ ability to understand how programming and advertising are made, and to find video and other forms of entertainment and information in many different places. Also key is consumers’ ability to create their own programming and to store and watch content on their own terms, by using digital video recorders.
User-generated advertising is hardly a fad in this new world, Hanlon says, pointing out that while the trend takes control away from marketers and their agencies, it delivers the holy grail of genuine consumer endorsements distributed widely and spontaneously.
The best and brightest innovations in this world aren’t likely to come from traditional media and advertising agencies, Hanlon says. They’ll be coming from companies on the edge.
To read the whole interview, click here.