THE NEW CREATIVE PARADIGM:
NEW CONSUMER BEHAVIORAL PATTERNS
Are we making ads for a consumer that no longer exists?
More than ever before we are seeing ads while our brains are working to process multiple streams of information. Mobile means we are seeing more advertising while we are on the move and multi-screen behavior is increasingly the norm as we watch TV. Through an exploration of published academic research on how we process ads when we are distracted or multitasking, this white paper provides a framework for understanding how digital advertising can best address consumers whose media consumption habits have fundamentally changed.