Guide to decoding consumer content preferences for brands

Sangeeta Tanwar

Globally, mobile is emerging as the preferred device for media consumption and this shift from the big screen is accompanied by shorter attention spans, posing a problem for brands hoping to engage consumers.

Consumers are actively seeking highly personalised content, with bigger and better high-definition mobile screens fuelling consumers’ desire for a high-quality viewing experience.

“For successful storytelling, it’s important for brands to give a call (invite) to action by letting the audience lead and determine the interaction,” said Caspar Francis, the chief executive officer of Singapore-based creative agency Rawspark, and chief creative officer of the VR (virtual reality) music festival Take Back The Nights.

Francis was speaking at a session that decoded the content preferences and attention span of new-age consumers at Asia Tech x Singapore Virtual Conference (Broadcast Asia Conference), July 2021.

He...

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