Читать книгу Media Selling - Warner Charles Dudley - Страница 33

In a January 31, 2018 article in The New York Times titled “Tackling the Internet’s central villain: The advertising business,” technology reporter Farhad Manjoo writes, “There’s a lot of dark stuff. In one corner, you have the Russian campaign to influence the 2016 presidential election with digital propaganda. In another, a rash of repugnant videos on YouTube…”⁷ Manjoo further writes, “Then there’s tech ‘addiction,’ the rising worry that adults and kids are getting hooked on smartphones and social networks despite our best efforts to resist the constant desire for a fix.” Manjoo lays the blame for these problems on the advertising business. He suggests:

Ads are the lifeblood of the Internet, the source of funding for just about everything you read, watch and hear online. The digital ad business is in many ways a miracle machine – it corrals and transforms latent attention into real money that pays for truly useful inventions, from search to instant translation to video hosting to global mapping.

But the online ad machine is also a vast, opaque and dizzyingly complex contraption with underappreciated capacity for misuse…

Furthermore in 2018, a Kantar Millward Brown survey revealed that people believe digital ads are becoming more invasive. The study showed that 71 percent of respondents to the survey said that ads were more invasive than they were three years earlier. A similar number of respondents said they were seeing more ads overall, and even a larger percentage responded that they thought that ads were appearing in more places they visited.⁸ So, consumers as well as media critics and reporters are attacking digital advertising, especially too much and too intrusive advertising.

Because of criticisms like that of Manjoo and of consumers, media salespeople, especially those selling digital media advertising, must make sure they are selling responsible, truthful, not overly intrusive advertising that appears in brand‐safe content and that they are closely adhering to the Five Cs of Ethical Responsibility, as defined in the Chapter 3 of this book.

With these new assumptions in mind, let’s look at several approaches to successful media selling.