For all the changes wrought by the Internet, the quality of content and the scale it offers in terms of audience reach are still paramount concerns for large advertisers, according to the panelists at
the OMMA AdNets conference hosted by MediaPost. Dave Martin, senior vice-president of Ignited, amended his original invocation of the cliche "content is still king" to "good content is still king,"
adding "a crappy video will never compete" with well-produced, professional content. The continuing need for scale and quality, in turn, means that there is still an important role for ad and media
agencies, even as some ad networks attempt to establish direct relationships with their clients. "Where my clients may take a few meetings [with networks and publishers], I take hundreds," according
to Martin.