The first reason is the startup investor culture itself - the investment funds and the crowdsourcing platforms that have become the lifeblood of these new brands. And the people behind these funds and platforms expect quicker returns and signs of success with smaller initial investments. That has kind of forced an inversion of the funnel into performance media - which has also trickled up to bigger companies, who are also seeing their approach change, creating more of a performance-driven culture.
But there's a change in the media landscape itself. People are spending a lot more time in new media environments, like social media and gaming, where community-based efforts have been driving better performance and outcomes. That to me is the reason for the change we are seeing.
[
Collection
]
[
|
...
]