Earned Media Will Matter Less
There will be wide ranging discussions being had of how the traditional broadcast television model evolves into a form that can live on TVs, laptops, tablets and mobile. Each screen has its own personality, set of capabilities and relationship to the viewer/user. Ultimately, those that match the content to the experience of the device, along with the inherent ecosystem and conversion model, will reap the benefits. Earned media will matter less in this model as paid will be able to deliver razor sharp results for the right advertiser.
Eli Singer, Founder and CEO of Entrinsic