More than 2 decades into the Internet Age consumers have seized control of their path-to-purchase. They rely less on distracting advertising and are now empowered by digital tools to make smart buying decisions on everything from televisions to toilet paper. This session features real examples and insights that indicates how consumers say they want to be engaged by brands, and how advertisers and retailers are actually doing it. The cases also bring into focus a future where effective advertising facilitates consumer behaviors rather than tries to interrupt them.
