Session summary

With the emergence of internet or smartphone, consumers’ exposure and interaction with media such as TV has largely changed and became greatly diverse. Some consumers use smartphone during TV viewing, some are content with using only smartphone for both acquiring information and enjoying entertainment, some use both computer and smartphone as the situation demands. Increasing penetration of smartphones among older consumers suggests that the consumers’ media interaction will keep changing in future and thus the close observation is to be of continuous interest.How should the communication in advertising evolve in line with this change? MCA Business Group Director, Masahiro Nagasaki, and Etsumi Kogane will introduce the potential of “designing the advertising communication by utilizing data” and also “understanding the latest consumer and media”, based on Intage’s single source data, “I-SSP”