Digital advertising is not what it used to be. That's good and bad news for brands. On one hand, marketers have more data to help target consumers than ever before and more channels in which to reach them. Unfortunately, a brand's audience seems to be watching all of those channels at once as they multitask their way through their day. They are chronically distracted – to the point where their brains' defenses are actively working to filter out and ignore ads.
Data-driven messaging can help marketers grab consumers by bypassing their cognitive filters using relevance and creativity. In a world...