CANNES — John Marchese has seen the future. It’s a world where consumers really\u00a0like<\/em> ads, and want<\/em> to get more of them, because they\u00a0enjoy<\/em> interacting with commercial messages.<\/p>\n

That’s a world away from where we are today, says\u00a0Fox Networks Group’s advanced advertising president. Because the truth is, consumers don’t really like ads at all.<\/p>\n

“We have a market that\u2019s out of kilter right now,” he says in this fascinating discussion with MediaLink SVP Matt\u00a0Spiegel during Cannes Lions. “We have massive amounts of human attention,\u00a0…\u00a0but it doesn\u2019t seem to be matching up correctly with what we know consumers are spending time doing.”<\/p>\n

Marchese<\/a> says ad blocking is “the\u00a0best thing to happen to advertising in the last decade” because it is “the immune system putting antibodies for the virus of digital advertising”. In other words, billions of bad ads have so put consumers backs up, now the only solution is to act – not simply by making “better ads”, which Marchese calls a “self-delusion”, but by making ads match the media in which they run so that they align better with consumer expectations.<\/p>\n

What could that look like?\u00a0“Participation in advertising could make it more immersive,” Marchese advocates. “We could lower the number of ads a person needs to see if we could get them to participate with said advertisement.”<\/p>\n

And\u00a0Marchese argues “place-shifting” ads could, in a mobile world, let consumers transfer the commercial experiences they\u00a0want\u00a0<\/em>to watch between devices, wherever they go.<\/p>\n

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This video was produced at the OMD<\/span> Oasis at Cannes Lions 2016 as part of \u00a0the Future of TV Advertising Leadership Forum, a series presented by\u00a0true<\/span>[X<\/span>]\u00a0<\/a>and hosted by OMD<\/span> Worldwide. \u00a0Please visit this page<\/a>\u00a0for additional segments.<\/i><\/p>\n","protected":false},"excerpt":{"rendered":"

CANNES — John Marchese has seen the future. It’s a world where consumers really\u00a0like ads, and want to get more of them, because they\u00a0enjoy interacting with commercial messages. That’s a world away from where we are today, says\u00a0Fox Networks Group’s advanced advertising president. Because the truth is, consumers don’t really like ads at all. “We […]<\/p>\n","protected":false},"author":15,"featured_media":41021,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"mc4wp_mailchimp_campaign":[]},"categories":[5778,5781],"tags":[5265,5144,5801],"_links":{"self":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/40902"}],"collection":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/users\/15"}],"replies":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/comments?post=40902"}],"version-history":[{"count":0,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/40902\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media\/41021"}],"wp:attachment":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media?parent=40902"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/categories?post=40902"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/tags?post=40902"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}