It’s not about flashy content. It’s about telling the right story, for the right audience, at the right time - with intention and strategy behind every frame.

I could not agree more.

This has always been so very important in advertising. There's an old adage in the advertising industry that half of a campaign's media budget is wasted on the wrong audience - but no-one has ever known how to identify that 'wrong audience' in order to save the 'wasted' media expenditure.

In Australia, there's long been a terrific ABC-TV program called 'Gruen' in which regular and guest TV advertising creatives assess and comment on the effectiveness of Australian TV ads (some sourced from overseas but with ADR'd Australian voices) most particularly in regard to the points that Gary has highlighted.

And from within the article re delivery systems, the delivery system is mostly irrelevant. In the early days of audio recordings, did people decide not to buy a cylinder recording because they're going to wait for 78/33//45//cassette/CD/streaming audio? Of course not. Back then, cylinder recordings were state-of-the-art. And today do audiences decide not to purchase a product or watch a video (any delivery system) because it wasn't edited on a particular NLE? Of course not.