• by Joe Mandese  @mp_joemandese, April 12, 2011

That's the way MediaCom Chief Strategic Officer Chris Pyne described the conversations surrounding "video neutral planning."

Speaking on the Media Neutral Planning panel at MediaPost's Re:Vision conference in New York, Pyne said that while the industry can debate whether a "video is a video is a video" across platforms, regardless of whether they are "lean forward" or "laid back" video experiences, it ultimately is the consumer experience that really determines what advertisers and agencies should be doing.

He said Madison Avenue has don't a neat job of fitting all media into nice little silos, but that the "consumer isn't necessarily thinking or felling that way anymore," and Madison Avenue needs to understand how consumer think and feel when they are accessing video – regardless of the platform they are accessing.

Zenith Media Senior Vice President-Integrated Planning John Nitti concurred, noting, "The consumer doesn't care [about the platform]. It's about the content."