Nathan Barling discussed the phenomenon that exists in today’s market, in which consumer attention is becoming increasingly fragmented across multiple screens. Advertisers need to learn how to harness not only the power of technology, but of the story itself. Nathan discussed how to use 3rd party data to activate ads in realtime to share in the experience with the consumer rather than interrupt it. Contextual marketing is the future, and Nathan showed how to utilise this innovative approach today.
