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