It starts with understanding media and what frame of mind consumers are in when they’re consuming media… For (Initiative), it’s about harnessing data in increasingly smarter ways so (we can gain) that understanding. This notion of interruptions is a bit antiquated and (advertisers) need to earn that attention and find a way to build relevance because there are just so many ways for people to avoid ads… And so, the biggest fundamental shift is we’re no longer operating in that space of paid disruption. In pursuit of entertainment or news content, you would tolerate a media interruption.
We’ve moved away from a world where media was about tolerated interruptions. It’s the uncomfortable truth we start a lot of our new business pitches off with, which is an interesting tone. There’s always been a fundamental truth to advertising, and that is people mostly hate advertising.