 The entire world has changed in the last couple of years with the explosion of devices and with the abundance of content pieces for the consumers but what has fundamentally changed on the advertising front is that the traditional models of mass media market where an advertiser or a brand would go out there and talk about how unique they are and how greatly they are going to change your lives and do things differently for you is no more relevant because consumers now, their favorite brands have essentially ended up being what Google tells them what is most relevant at that specific point in time and hence now in this new era brands and advertisers have increasingly started combining data and technology with impeccable storytelling with not just to buy loyalty from the consumers but to earn it every single time and hence content marketing very clearly is the new forefront of advertisers trying to seek trying to leverage trying to drive long-term brand loyalty with the consumers you know it's very strange but the further we go away from the old the more we realize that the rules of the game are still the same and hence even on the content marketing side the first biggest cornerstone the first biggest pillar is to know is to realize who your target audience is and everything first and foremost needs to revolve around that because once you know who your target consumer is and the kind of things that he likes the kind of stuff that he likes to consume he loves to watch he loves to purchase he loves to talk about he loves to share the entire content very clearly needs to be catered needs to be centered around that relevant target consumer that's one and the second is now with the explosion of data and consumer data having become the biggest currency in this new modern marketplace the brands and the advertisers need not just to ask and request but to demand more and more data about the consumers and what they are watching where they are watching and how they are watching because in this new world fortunately or unfortunately the only way you can win is to be strategically focused on the sweet spot where data technology audience and content brands have very clearly realized that the world of media has changed or is changing than any faster than any time in the history we're all at some level whether it's a platform or it's a consumer we're all fighting for the battle of attention to win the hearts and the minds of consumers and in that advertisers have realized that the only way to win that battle is through a simple rule is through a simple answer which is to create the most riveting story to create the most relevant story to create the most spellbinding story and rest everything else is pure noise and if that is the case and if that is the truth and if consumers are indeed spending more and more time of theirs in watching content and that too on the in the online media audiences need to be tapped and advertisers need to reach out to the audiences where they are and audiences are watching that specific riveting story well absolutely not and I was talking about this even in the earlier session where TV is not going to die anytime soon right TV penetration in this country is still hovering around 60-65% and if by traditional we mean TV and print and radio TV very clearly is going to continue to see a huge and a massive and a robust growth in the next few years because what they end up doing is delivering massive reach to a huge set of consumers and the reality is while messages can be micro targeted which is corollary to what digital offers but for a meaning to be established you need mass media you need traditional form of advertising and that's pretty much the reason as to why the you know even Facebook on the back of the huge data issue that they on them on the back of the huge privacy issue that they've experienced they finally ended up taking full page print ads so traditional forms of mass media is no we're going to die and if that's the truth if that's where audiences are still going to consume more and more time continue to have certain level of affinity you would continue to see more and more brands putting in more ad dollars and joining hands with the TV guys as well and I think it's a great time for both traditional as well as digital may the best man win