Viewpoint: Platforms Are the New Context That Matter
I’ve always believed context counts. It helps consumers understand why one brand is different from another. When a brand chooses a particular environment, it’s an indication of the brand’s values and beliefs. If a brand advertises in Vogue, it says the brand is very fashionable. It says a lot about a brand if they decide to run on Rush Limbaugh’s show, et cetera. But context is changing, partly because where we consume media and the media format most brands use has changed, namely, to video on platforms like Facebook.