In Brief

PSFK’s President of Research, Scott Lachut, introduces a new vision for digital engagement

Don’t miss our Future of Advertising event in NYC, where PSFK & industry pioneers will present the new rules of consumer engagement in inspiration sessions that explore the changing realities of the advertising industry.

Today, “digital” is an expansive term that spans devices, platforms and channels; a conduit that brings media, entertainment, information, social communication and messaging into nearly every aspect of consumer lives. Even as hugely popular networks like Facebook, YouTube, WhatsApp or Reddit grow, they can be home at any given moment to one collective conversation or thousands of disparate ones. Similar shifts have taken place with print, radio and television, but never on such a massive scale and with so much splintering. This fractured landscape makes it incredibly difficult for traditional content producers, marketers and brands to reach their target audience, and even harder to compel them to act. The race for consumer attention is more competitive than ever.

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