Thinking encounter: How to see a brand from the consumer’s perspective

Elliott Millard and Monica Majumdar

Advertisers should reassess planning methodologies based on medium or touchpoint.

We all know that the media landscape of 2023 is radically different to the media landscape pre-2010, when social media scaled with the launch of Instagram, Pinterest and Snapchat. However, much of this complexity is driven not by consumer changes but by the language that the advertising industry uses. In the real world, consumers simply choose the video content they wish to watch on a large screen, but we put artificial distinctions in between things like linear TV vs AVoD, BVoD or SVoD.

We have been hamstrung by our own language and structures for too long. We need to find...

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