The paper is part of our continuing series of research-based discussions on the topic of media convergence. It delves into the dramatic shift in the use of media by consumers, and the impact this is likely to have on advertisers, their brands, and the way in which commercial messaging is moved through the media.
Our release of the paper coincided with the annual gathering of the National Association of Television Program Executives (NATPE) held January 15-18 in Las Vegas, where convergence, the advent of greater consumer control, and changing media behaviors were naturally topics of great interest.
PwC believes that in a converged media environment, the unidirectional, highly controlled communications approach of traditional advertising must give way to a dynamic, two-way conversation. We also believe that companies will have to undergo significant changes in order to succeed at this. This is what we mean by “Lifestyle Advertising”. Our white paper explores this concept, providing insights from research and field experience about how companies can address new-media realities and take advantage of the opportunities that go with them.
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