I’m not sure where we disagree here. I think that large companies will need to do this, but they have to keep some sort of brand consistency. So they’ll can’t rely on media properties to provide all of the services.

Ad agencies that really learn properties will be more successful be the service they provide will be more valued.

Is this perhaps because firms are employing uni-dimensional strategies? For instance, not listening, not being involved, and not thinking where else besides YouTube and Facebook they should be placing their message?

I think if you are creating a sustained video campaign, that using a multiple video platforms strategy makes sense. Although, certainly this can be overdone.

Cheers!