Where your audience is going to be Rows of Seats - Photo by Turba

Flite's Guest Blogger series features the industry's top thought-leaders to share insights on display advertising, agile marketing, and innovation.

Brian Wilhite is the CEO and founder of Virtual Fan Network / VFN Zone, a digital sports marketing platform that connects athletes, fans, brands, and publishers with engaging experiences.

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In the current digital world, it is now possible to reach millions of people quickly and efficiently. A message or a piece of content can instantly be broadcast across any number of social channels.

With this ability, the power and influence previously held by the traditional broadcast networks has shifted to the content creator. Based on the trends of the last few years, I do not expect this to reverse course. The impact of this power shift will affect the way content is used by consumers, broadcasters, owners and creators.

In the past, people were forced to go to a specific broadcast network’s channel to tune in, at a possibly inconvenient time. Now they are able to be entertained directly from the content creator. By simply choosing to “follow” or “Like” their favorite entertainer or sports hero, the consumer is instantly entertained through their favorite social channel, their consumer devices, and at anytime or place.

It's important to think about how this affects advertising efforts, especially when you can no longer reach the broadcast audience. The audience is a moving target, and becoming increasingly difficult to hit.

The Flite Blog