In the digital marketplace, audiences will occasionally be large, but more often small and usually, tiny. As audience size continues to fragment, a new way to offer value outside of impressions will need to be found.
On both digital platforms - TV and online - viewer time spent with a piece of advertising is measurable. To an advertiser, what is measurable is pleasurable.
Throughout advertising's history, what gets measured, gets monetized. And what gets monetized, gets done.
Digital technology gives viewers the control to choose which commercials they want to spend time with. To that end, viewers, not media agencies, determine relevance.
As there are only 24 hours in a day, the more time a viewer chooses to spend with one brand's messaging, the less time they have to spend with a competitor's messaging.
As a rule, people don't buy from strangers.
In the digital marketplace,time spent with a brand's messaging leads a competitive marketing advantage.