"We send things out into the world as advertisers and marketers with our own understanding of what we're saying," says Joetta Gobell, A+E Networks' VP/Primary Research, Ad Sales, and Strategic Insights.

But good intentions are not enough to make a connection with a specific audience. As Gobell told delegates at KNect365's 2018 Media Insights and Engagement Conference (MIEC), "It's important to understand how [advertising] is interpreted; what is noticed; how it's decoded."


Joetta Gobell, VP/Primary Research, Ad Sales, and Strategic Insights, A+E Networks

For different audience pockets, she explained to the Miami Beach assembly, the response most certainly will be different. Therefore, to fully understand the impact of a message, Gobell encouraged marketers to consider "the diversity of viewpoints before you send it out into the world."