URL vs IRL: How do on-line and off-line marketing interact to influence consumer behaviour?

Digital Marketing Magazine's 2016 Midterm conference at Kings College, London brought together marketeers and innovators from across the world.  I spoke on a topic we've researched quite deeply at Captive Media:  how the full spectrum of media: TV, Press, On-line, Outdoor,  as well as in-store display, combine to influence consumer behaviour.

You can see the full talk below,  and download the slides shown here

In a nutshell, young consumers have a dramatically new relationship with media of all kinds, filtering out most of the 600 or so messages which bombard them each day.  Press has borne the brunt so far of the disruption caused by digital, but TV is next - to a far greater degree than the industry realises.  Digital has its own significant issues, which, combined, have led to 200million consumers downloading ad-blocking software by the end of 2015. In Germany 80% of millennials are estimated to use ad-blockers.

But all is not lost. The key to engaging a modern millennial audience lies in insight into the new way they relate to media, and in particular, the increasingly conscious way they expect to trade their attention.