Gordon Borrell interviews Clark Gilbert, President & CEO, Deseret Digital Media

[MrDavearama]

I'm sure he knows what he does, But a keynote speaker, he's dull. He speaks a lot of mumbo-jumbo. Spit it out.

[gordonborrell]

Certainly. The best way to understand this is to contrast it with the legacy media model TV, where you watch a program and then get interrupted with commercials for pimple cream or Ford trucks. In the mobile space, the advertising IS the content, or is very closely related. Hence information on acne is provided by the makers of Clearisil, and people researching cars will see ads for Ford's F-150. This is a lean-forward medium, where ads need to be more integrated with content to be seen.

[barrettrossie]

Gordon, Clark talks about supporting businesses that wrap around the content audiences. Can you give me some of examples of those businesses? Maybe this is a pretty basic question but I'm not in the local media business. Thanks.

[gordonborrell]

Thanks for your comment. Since we are capitalists at heart, the video was designed to intrigue you enough to sign up for the conference -- not reveal all the secrets. But yours is a legitimate question. The contant Clark and I discussed off-camera really centers around advertising deployed directly to consumers who opt-in, as opposed to what traditional media seems to think -- news or weather alerts and summaries crammed into an app. The value is in reaching the "wallet ready" consumer. gb

[mbawden]

I appreciate the fact that you gave us a sneak peak as to what Clark has to say in advance of the conference - but this sounds like a lot of mobile marketing double-speak to me. Saying "this is the next disruption" isn't really anything new. Why not give us a some examples of how content will be deployed differently via mobile that will make it more valuable than "traditional online media"?

I can't help but feel this guy is really smart and has a lot to offer, but can't get his point across.