From Scott Couvillon, Director of Brand Strategy at Trumpet regarding recent Adweek article.

While the finding was a small part of a wide-ranging study, it suggests some softness in the long-held belief that ads shown in context are more valuable than those seen out of context.

This becomes a key issue moving forward: With new targeting tools, it is easier than ever to find specific audiences, such as foodies, wherever they are online, rather than only on food-related sites.

“Targeting the right people is more important than the content,” said Jim Kite, president of connections research and analytics at MediaVest, part of Publicis Groupe.

Indirectly, an endorsement of Connection Planning. Justification of the argument that you connect with people and make yourself meaningful. Doesn’t necessarily require connecting to people only when they are doing a task relevant to what we sell/do/think. Behance on a park bench. Or at a road race. Doesn’t matter if they are thinking about creative ideas. As long as we are connecting with the right people and have that understanding well in hand, wherever they are physically or virtually is appropriate to try and become important to them. Not only when they are thinking about how to think more effectively i.e. at Office Depot.

Make the Brand approachable or relevant and they will seek out our offerings. Not only for Behance.

Short preamble, elevates the importance of Connection Planning part of the day.

http://www.adweek.com/aw/national/article_display.jsp?vnu_content_id=1003647231