Live at IF 2

Martin Cserba

Has the consumer completely changed? Not really, tools and platforms have.
Advertising has changed from unilinear to moderation of conversations between consumers [isn’t it funny that everyone seems to know about these things but nobody knows how to implement them]
The most powerful headline “I’ll have what she’s having”

holidaycheck.com
[the power of consumer recoms, and consumer opinions]
The individual consumer is not a fixed profile [we need to look at different motivations for different product groups]

[Whoops, name drop, dibs to Faris: he said transmedia ☺]

ipersonic: likeminded people on your planet

Key factors for evolution:
- attention (from ad skipping to ad producing and ad sharing)
- creativity (from high cost to citizen marketing)
- measurement (from impression based to impact based)
- advertising inventories (from few players and control to millions of platforms)