Content Remains King
By Kevin McCauley, O'Dwyer's, March 24th 2015.
The Content Council discussed all things content-related during its annual spring meeting in New York from March 22 through 24.
Content creation, development, navigation, ownership, shareability and capacity to influence targeted audiences at a cost-efficient price were topics discussed during sessions held today at the trendy Gansevoort Park Hotel.
Chris Barth, strategist at Contagious, said his goal is to develop material that gives clients an "unfair advantage" in the marketplace.
He talked about how the dramatic decline of TV viewing among millennials has made that medium irrelevant to youth brands such as Taco Bell and Chipotle.
For instance, young viewers watched an average 168 minutes of TV in 2012 and viewed 109 minutes of mobile fare. That flipped to 177 minutes for mobile and 118 minutes of TV in 2014.
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