In this session...
There is no 'one size fits all' when it comes to a consumer's digital savviness. In 2018, we unveiled the digital fluency spectrum, but that was only the beginning. What should digital fluency really mean to marketers? What messages resonate best with a consumer who over-indexes on technology vs. someone who only uses technology when they absolutely have to? Hulu's Head of Research, Julie DeTraglia, explores consumers attitudes and interactions when you go beyond the :30-second ad alongside two top brands.
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There is no “one size fits all” when it comes to a consumer’s digital savviness. In 2018, the digital fluency spectrum was first unveiled at Advertising Week New York, but that was only the beginning. What should digital fluency really mean to marketers? How does a consumer’s digital identity impact advertising receptivity? What messages and ad formats resonate best with a consumer who over-indexes on technology vs. someone who only uses technology when they absolutely have to? Hulu’s Head of Research, Julie DeTraglia, takes a dive into the consumer’s digital path and explores consumers attitudes and interactions when you go beyond the :30-second ad followed by a conversation with two top brands.
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What You'll Learn from This Session...
- Going beyond Demos: The impact of "digital identity" on consumer's receptivity to advertising.
- The messages and ad formats that resonate with consumers across the digital fluency spectrum.
- Consumer attitudes and responses to formats that go beyond the traditional :30-second spot.
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