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Changes in Content Consumption: How Advertisers Can Cut Through the Noise
By: The Drum
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With the emergence of digital channels such as Vimeo, Netflix, YouTube and Snapchat to name but a few, traditional media and advertising streams are sharing their space with a multitude of ways to consume content.

Consumers have more choice than ever before and by 2017, consumer spending on digital content will reach $180 billion, up 29% in two years, and that spending shows no signs of slowing. The industry must learn how to navigate all channels and use them to their advantage.

Historically, the aim of the advertiser has always been to reach the right people, at the right time with the relevant content and that principle still stands - only now the pool has widened. No longer can we filter our audiences solely by age, demographic and what they last viewed online, advertisers must look beyond these categories and adapt their campaigns and content accordingly.

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About the Author
This article was published by The Drum. A link to the original appears at the end of this post. www.thedrum.com
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