Folks with experience: we keep seeing media centers of gravity lose traction — TikTok, just the latest. Question: are we ultimately locked into a maximally fragmented media future. And, if so, what replaces “efficiency” as advertising’s real value prop?

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I have some experience. Media will continue to fragment and democratize. The center of gravity will disappear. Scott Galloway predicted a couple weeks back that YouTube is the model that will win in the next year or two. User led. Customized. Multi-monetized. A mix of long and short form. With an audience that has the ability to bail without warning.

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Was efficiency ever advertising’s value prop? I thought it was effectiveness; we drive sales.

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Efficiency? Why?

Because even the Neanderthals discovered it’s cheaper to sell to two caves at once than one at a time. If one-on-one was really affordable there would be no ad industry.

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