The New Media Evolution: From Content to Consumer to Context

The shaping of today’s media landscape by social media first led to “content is king,” as everyone rushed to get information online, and then “consumer is king,” as everyday people gained a larger voice in mass media. And now the shaping has reached a new phase.
In a
video interview I recently recorded for Ketchum’s online magazine, Perspectives, I describe how “context is king” is now the new catch phrase for today’s media landscape, how brands can capitalize on context, and what might be the next phase of media’s continuing evolution.

As Partner and Global Director, Nicholas Scibetta, oversees cross-border communications programs, provides senior strategic and global media planning counsel and placement for clients across the network. He is also a member of Ketchum’s Global Digital and Media Network’s executive leadership team, working with a global network of over 600 digital, social and media experts. Football (read: #Soccer) fanatic and die-hard Manchester United fan. Follow him on Twitter @nscibetta.