The task is further complicated by changing trends in global media consumption

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For brands and agencies working together, inconsistent data or outdated sources equal inaccurate targeting.


Broadcast television still accounts for the majority of total broadcast time, but its reach is declining as connected television (CTV) and free, ad-supported streaming services grow in popularity;

Generation Z prefers to research a product on social networks rather than in search engines, and expects to receive even more personalized results. Due to this, the importance of social SEO promotion increases;

Due to the lack of money, more and more people want to see discounts in advertising and are less concerned about the reliability of the business.
Useful material:
Social SEO: What is it and how does it affect company promotion
How to Adapt to Changes in Media Consumption
In light of these trends, it is important for companies to review germany consumer email list their promotion strategy and adjust their media plan to reach their target audience.

What should be taken into account?

The so-called “attention economy”: consumers use multiple devices simultaneously and switch between platforms, their attention is fragmented and not focused in one place.