From Forrester to the ad trade media to CMO, research shows that marketers' greatest priority is for all marketing activities to be integrated across all channels. However, few understand their customers' journeys well enough to adapt their channel mix accordingly. Add in timing and budget considerations and the challenge seems insurmountable.

Fragmentation is limiting the ability for any content to have true impact, with the possible exception of live sports. We see it in the ways users are learning to behave around the chaotic ecosystem, not with it, and in the dwindling ratings we see on TV. It's all very strongly pointing to a consumer-led restructuring of all content consumption. Not just video.

The trend du jour for brands with scale, it seems, is finding an agency or holding company to bundle under a common structure. This makes sense for some brands. For others, a specialty model will. My intent is to spawn dialogue around the topic so that we learn from each other about what's working and what isn't.