Advertising has changed more in the last five years than it has in the last 50, with largely society, tehcnology, data and automation drIving this change. Having attended the WFA's annual Global Marketer Week held in Kuala Lumpur last month, it is evident that consumer behaviour is changing rapidly too, and the way in which we advertise must reflect this change. Consumers are faced with more brand choices and methods of shopping than ever before, while advertisers vie for share of voice across multiple devices. As a result, consumers can be left feeling overwhelmed by a barrage of irrelevant messages through multiple ad formats.
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