Two speed planning, hyper-convenience and empowered but enslaved consumers in the Future of Britain

Lena Roland

The growing number of connected devices is significantly influencing the ways in which brands reach consumers and consequently this is changing the nature of media planning, declared Denise Funke, insight manager, OMD, as she introduced the latest findings from the media agency's Future of Britain research series.

A multi-device, hyper-connected media environment is a complex one. But as media consumption occasions increase, so too does the opportunity for brands to create new 'media moments' to reach consumers, Hamid Habib, managing partner of strategy, OMD, said. For example, JCDecaux, the outdoor advertising company, partnered with Twitter, the microblogging site, to launch the @RailBookClub, a digital book club. JCDecaux's digital screens at rail stations throughout the UK display book recommendations from the community of book-loving commuters. This strategy is tapping into the consumers' desire to be able to access 'entertainment everywhere', Habib said.