The new multi-screen world: Understanding cross-platform consumer behaviour

Daniel Finder
Ipsos, Argentina
Gonzalo Barbieri
Google, Argentina

In the late 1990s, AG Lafley, CEO of P&G, first talked about the "Two Moments of Truth." He argued that the first moment occurred at the store shelf, when a consumer decides whether to buy one brand or another. The second takes place in the home, when the consumer uses the brand –and is delighted, or isn't. Lafley's words generated a significant change in how companies and brands reached out to consumers. It drove increasing attention to the point of sale and drove many companies to re-think their commercial strategies. The work that POPAI has been doing since the 1960s, claiming that at least 70% of all purchase decisions are made in-store, only seemed to reinforce this argument.1)