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Paid, Owned, Earned by Nick Burcher

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Chapter Seven

Broadcast

TV versus AV: the medium is the message – different advertisements for different platforms

In his 1964 book Understanding Media: The extensions of man, Marshall McLuhan argued that ‘all media have characteristics that engage the viewer in different ways… The medium through which a person encounters a particular piece of content would have an effect on the individual’s understanding of it.’1

The same message is interpreted differently depending on the way it is sent, and brands are realizing the value of tailoring content so that it suits the delivery platform. Paid media messaging is adapted to suit the medium (30-second TV advertisements become five-second spots for pre-roll video advertisements, whilst extended full ...

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