The New ‘Liquid Consumer’ Paradigm

Audiences no longer live within a single medium, device or channel but rather migrate like ‘tribes of interests’ – following their passions for content across platforms wherever it lives. We are in a new paradigm that isn’t site or platform-specific. Technology and the platforms it has created have catalyzed how consumers find and share content – and audiences now create their own path of consumption. This has strong and specific implications for the creation, organization, distribution and measurement of content.

IAB and YuMe released “Digital Advertising Audiences: The New 'Liquid Consumer' Paradigm,” a whitepaper that taps into top creative, brand, agency and publishing leadership for insights and guidance on navigating the new “liquid audiences” that discover content across a range of mediums, devices and platforms . . .