Media
To say the evolution of media has been rapid…would be an understatement. Media is consumed, not by appointment, but on the go. Immediacy is key.
Search engines and social media platforms democratized access to news, information and entertainment. They didn’t just connect people to people, but connected consumers to news, information and entertainment. Access is simplified by the touch of a button, or the flick of a finger and limited only by a lack of ingenuity.
What was known as traditional media, evolved to become hybrid versions of themselves, building their own digital avatars through websites, apps and streaming services. Spoiled for choice, consumer loyalties to mediums shifted.
Consumers became elusive.
A judicious mix of both types of media (traditional & digital) is needed to reach these elusive consumers. This is an expensive proposition, and could also be wasteful. The need for greater campaign efficacy grew. Could technology be the answer? The bridge?