A lot of planners like to theorise about media. Social media, digital media, products/services as media, advertising as media, media as message, message as media, and so forth. There's nothing in the world which I find less interesting than talking about media without discussing about what problem the media has solved. General lectures about the 'opportunity of tomorrow' is presenting a solution without having a problem, and is down right stupid, because it takes the ad industry back decades of strategic thinking to a time where 'advertisements' was a solution to any business problem. 

Of course, media is not uninteresting, but the relevance of it is only in solution-building. Good advertising, including media strategy, should be like a bespoke suit, always tailor-made to a perfect fit. Sounds like a no-brainer, but ironically, the agencies and people that are into this kind of talk are often the ones that have the hardest time looking outside the boundaries of their own media preferences.