CANNES — The advertising industry is in a kind of crisis. Around the world, repeat surveys indicating high and growing use of ad blocking software are\u00a0spooking\u00a0the media industry.<\/p>\n
Marketing agency Havas Media Group is amongst those wary of the new reality.<\/p>\n
“Advertising is less and less acceptable for many consumers,” Havas Media Group global MD Dominique Delport concedes in the video interview with Beet.TV. “There is less and less acceptance of interruption, especially on mobile.<\/p>\n
“When you have more than 250m people getting so upset that they put an ad blocker in their system, download it in their browser and kick any kind of ad coming, I think it\u2019s a wake-up call – something is wrong.<\/p>\n
“There is a necessity \u2026 to really try to clean the slate \u2026 go back to the consumer with trust, and say, ‘we want that moment of time to be the most entertaining possible’.<\/p>\n
That’s why Havas is looking to route around the traditional advertising model, by turning to in-video, post-production product placement.<\/p>\n
Its creative agency subsidiary Arena just signed a deal<\/a> to put product placements in programming on\u00a0Vice Media’s Viceland<\/a> TV channel.<\/p>\n