Is 'Content Alignment' The New Advertising?

That’s what NewMediaMetrics’ Gary Reisman suggested to Video Insider Summit attendees this morning.

“I think advertising won’t be called advertising in the future,” he went so far as to predict, adding, “It’s going to be called content alignment.”

Given Resisman’s core prodcut -- research that shows how emotionally engaged consumers are with specific forms of video content -- it makes sense that he’s all about that form of alignment.

Two thoughts. One is isn’t that what agencies always sought to do vis a vis media planning, find the best places to align a brand’s message with the content their consumers were engaging with? And two, given the shift toward owned, earned and paid content models, exactly which content will it be aligned around? A brand’s? A user’s? Or a medium’s?
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