Digital advertising audiences: the new 'liquid consumer' paradigm

This paper analyses a new paradigm that is developing around the 'liquid consumer'.
  • Audiences no longer live within a single medium, device or channel but rather migrate like 'tribes of interests' – following their passions for content across platforms wherever it lives.
  • Technology and the platforms it has created have catalysed how consumers find and share content – and audiences now create their own path of consumption.
  • Marketers should take a screen-specific (rather than simply a multi-screen) approach to content and adopt a new definition of audience based on habits (rather than demographic segmentation).
  • Crucially, all marketing and content is now 'episodic' in nature, creating continual stories to feed the audience...

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