In between the purchase trigger and the purchase itself, today's consumer is presented with a huge amount of information and choice across a complex web of touchpoints. We call that space the 'messy middle'. Through the application of behavioural science we propose an updated model of purchase decision making that codifies behaviour in this space. We then demonstrate how brand preferences can be either shifted, or disrupted entirely in the 'messy middle' in a simulated purchase environment.

This year’s events have clarified — and in many ways, accelerated — trends that Gen Zs have been shaping for quite some time. In volume two of Spotify’s Culture Next report, we’re diving deeper into how this generation is taking the reins to rebuild society through technology, politics and culture-at-large. Join Spotify’s Lee Brown and Culture Co-Op’s Melissa Lavigne-Delville as they explore the key trends we uncovered and the ways marketers can build lasting relationships with the next...

The way we consume video content in the UK is constantly evolving, never more so than in the last 10 years, as an influx of new content providers and delivery methods have meant we now truly live in a video world. The one constant throughout all this change has been broadcaster TV, but the TV landscape is changing rapidly, with the streaming giants jostling for viewers’ attention, audiences becoming more fragmented than ever, and the global pandemic shifting viewing needs and habits, perhaps...

Join Snap Inc.‘s Head of International Editorial Suzy Cox as she discusses Snapchat’s unique community with Head of 4Studio Matt Risley, Jungle Creations’ Chief Content and Brand Officer, Melissa Chapman, and Jonny Keogh Audience Development & Partnerships Manager at Sky.

Gamers make up a third of the global population yet the gaming audience remains misunderstood. The stereotype of a gamer as a head-set wearing young male is outdated and doesn’t paint the full picture of this diverse and nuanced audience. This session will uncover new research on this burgeoning global audience and change the way you think about gamers.

CTV has been gaining huge momentum in the last year with the increase of consumer adoption, the evolution of viewing habits and a plethora of advertiser opportunities. This year especially has seen a drastic rise of CTV usage with the onset of COVID 19. In this session, Patricia Dixon, Buyer Lead UK and Nordics at Magnite, will lead a discussion around CTV and the various opportunities and challenges that advertisers need to be aware of in this market.

84% of viewers in the UK are now streaming and Linear share continues on a decline. The session will reveal winning strategies from leading marketers who are meeting the shift to streaming and driving outcomes for their brands.

Join founder and CEO of Laugh Out Loud Kevin Hart for an unprecedented conversation with Scott Greenstein, president and chief content officer of SiriusXM Radio at Advertising Week. Hart will discuss everything from making, monetizing, and marketing comedic content to working with brands like LYFT and P&G and bringing IP to partners like Peacock, Pluto TV and SiriusXM. Hart will get real, and real funny, as he shares with Greenstein how in a span of just three years he's built a global...

The advertising industry is being upended. Driven partly by consumers’ demand for increased transparency around how their data is used, new policies are now in play that are forcing businesses to adapt by prioritizing privacy, but without diminishing personalization. Meanwhile, brands and publishers are scrambling to adapt to ever-evolving policy and regulation, as well as consumer needs and challenges brought on with unprecedented global disruption.

Over the last 6 months digital consumption shifted almost overnight and users have evolved their expectations of digital experiences and how brands should engage with them. For marketers, the need to address that shift is paramount to future success. From understanding where consumers' attention has shifted, to delivering (and measuring) across all digital channels, to the increased demand for mixed-reality and flawless virtual content experiences.
1) How expectations of digital...

Join Jewel for an honest and timely discussion on mental health. Weaving together personal stories and musical performances, this unique experience will inspire, educate and entertain.

Desus Nice and The Kid Mero share their takes on using their platform to shine a light on some of today's most critical issues; the complicated balance of levity and serious news; and the role that the media should play in the national conversation.