By Steve King, Chief Executive - Worldwide, ZenithOptimedia.
Consumer‘s media habits have changed.
In 1990 10 prime time spots in Europe would give you an average reach of 55%. Today that figure is closer to 15%.
The explosion of brand communications through emerging media channels means that consumers have never so heavily targeted by advertisers.
But the flipside is that consumers are being more carefully selective about the media they consume.
Here, Steve King, explains how, in this new age, advertisers need to adopt a multi-faceted and integrated approach.
Click on the link below to read the presentation in full.
This was presented at the recent Media Guardian Changing Advertising Summit where UTalkMarketing was a media sponsor.
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