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The inevitable is here, and advertisers are finally coming around to a new reality of being held accountable by audiences. The history of advertising was built on following what audiences were paying attention to and working hard (or, spending “working” dollars) to infiltrate that attention. But in an age of infinite choice, infiltrating attention is unsustainable and harder than ever—and it’s something money can’t buy.
In order to find depth and sustainability online today, brands have no choice but to act like entertainment companies—creating content people want to pay attention to and consistently putting it on the platforms where their audience is interested in paying attention.