Be Relevant and Be Successful

If you read through the notes below from the panel on Demystifying Media Investment Opportunities, one thing that should jump out at you is the way every conversation about media keeps coming back to the same point:

Today's consumers do not mind advertising - in fact, they welcome it as long as it is relevant.

They don't like intrusive advertising. They don't like prerolls and postrolls on their videos. But give them something interesting to watch, some good reason to pay attention, and they'll welcome it. I've said it before, but it's always good to hear it again and again: relevance is the key. Knowing when to tell a client, or a brand manager, "no" is also critical. As one of the panelists put it, you don't allow Dunkin' Donuts to sponsor a fitness video.