Media platforms are very similar to platforms in train stations.
It’s important to be on the right one, but only insomuch as that helps you get somewhere else.
Sometimes, choosing the wrong platform will take you somewhere a long way away from where you wanted.
But you can easily change the platform without changing the journey or the destination.
And so it is in advertising.
Platforms are just the start.
It’s the journey to the destination that matters.
David’s got a load of other good stuff on his blog – go take a look.