OMMA explores fragmentation of media channels, disrupted consumers


INMA today released an executive summary for members of the recent OMMA Global 2011 conference in San Francisco.

Held under the theme “The Great Race: Catching Up with Consumers,” the conference focused on the current level of anxiety felt by agencies and brands being confronted with the fragmentation of traditional media channels and “disrupted” consumers who are ignoring ads, shunning desktop computers for mobile devices, and making decisions based on information gathered through social networks.

INMA sent correspondent Lisa Dion to cover this event, and her comprehensive 5,000-word report for INMA members may be read by clicking here.

Having mastered technology and the navigation of an altered media landscape to a manageable degree, the industry is now faced with a new challenge: grabbing and retaining the attention of the consumer. Throughout the conference, a repeated theme for achieving loyalty was the concept and necessity of the exchange of value: providing valuable content and rewards to the consumer in exchange for their attention.

INMA produces about 15 such conference executive summaries for members each year.

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