Zango’s latest video for the iMediaConnection iMedia Spot was released today. Rip Warendorf, Zango’s senior vice president of sales, provides insights to advertisers trying to adapt to today’s media and reach target audiences through what we call Misfit Content.

Misfit Content is really any niche content produced and/or distributed outside of mainstream channels, and difficult to fit into conventional content categories or even formats. It is often consumer generated, and when it is not, it is often inspired by consumer generated. It is rife with opinion, attitude and often controversy (which in some cases is all the same thing).  And it vigilantly defends candor over accepted standards of appropriateness.

See Rip and hear what he has to say here and read a related article entitled: “Niche content: brand with an attitude,” here.