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Well I think with the new channels of distribution, the digital channels, it’s that there’s
inherently communication mechanisms that live there. So there are two way communication
mechanisms, so that if the advertiser reaches the consumer, they can actually have a conversation,
versus if something is happening on a linear or a theatrical experience, say television
or radio, there’s not that two way mechanism for them to interact and that has to then
take place on the consumer’s initiative at a later point in time. The other key thing
is that anything that happens digitally is potentially measurable at that moment in time.
They can provide real time reporting, so that the advertiser can adjust based upon the consumer
engagement.