Essex, a cofounder of the agency Droga5, talked about younger generations aren’t used to being interrupted by advertising:
I have a 11-year-old daughter. She's never seen a television commercial except during the Olympics. She doesn't consume a lot of print so she doesn't know what a print insertion is unfortunately, and display ads are blocked in my house through ad blocking technology. So those surfaces are gone.
What do you do when there's no place to tell your story? You tell a different type of story.
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