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You know there’s an expression: everything old is new again. And I think that when we
talk about new media, for the most part, it’s new expressions of existing ways of communicating.
So we talk about video online – we're talking about a television asset video which the consumer
loves. We often say consumer don't want less TV. They want more of it. They’re buying
bigger screens, they have more of them, they're watching more hours. And they're translating
that love into the online space now. So what they're going for is more of that video asset.
And now, there’s a new place for them to have it, which is the online space. And the
online space, which a year ago, right, was the PC-the online space is now mobile. The
online space now moves with the consumer wherever they go. So there is very little break between
what they love, which is the video asset, and where they can get it, which is wherever
they want it.
The opportunity for advertisers is to understand that as the consumer moves with that asset,
the messaging may need to change. So the manner in which they receive that messaging in broadcast,
in television, sitting at home in their living room, is different from the manner in which
they receive it when they're looking at their mobile device on the train. And the messaging
should probably be different. And that’s something we haven’t been doing as well.
We have not been changing the message. We have not been moving with the consumer. We’ve
been repurposing a lot of messaging. And I think that that’s a really big challenge
moving forward.