2. History
Optimistic
Self-assured
Specials
Engaged with Social
Causes
Baby
boomers
(1950 –
1965)
Builders
Realistic
Work and Career
Spend thrift
Status
Use the institutions
Generation
X
(1965
– 1980)
Developers
Hedonist and
selective
Creators
Multi-tasking and
innovators
Question the
institutions
Generation
Y
(1980 -
1995)
Opportunists
Connected
Green
Instant gratification
No tomorrow=no
ambition
Disregards
institution
(1995
– 2010)
Switchers
Generation
Z
•20
th
century (Boomers
and Generation X)
–Publicity interaction:
interruptive and autistic
–Passive consumer
–Mass media
–Institutional authority
•21
st
Century
(Generations Y and Z)
–Publicity interaction:
Interactive-fractal
–Participative consumer
–Transmedia
–Liquid relationship
(Bauman)
3. We cannot behave purely as
speculative investors, whose
only concern is what’s the next
big thing
10. 0%
20%
40%
60%
80%
100%
Free to Air TV
PayTV
Internet
Newspaper
Magazine
Outdoor
Radio
Cinema
… they are all still here
Source: TGI Latina – y10w1w2 – Personal Sample Weights – Media graphics
Newspaper: Weekday + Sunday: Nº of Total readers | Television: Nº of TV viewers: Last 7 days | Pay TV : Nº of multi-channel viewers: Last
7 days | Magazine : Nº of readers (any) | Radio : Nº of AM/FM yesterday listeners | Internet: Nº of users: Last 30 days | Cinema: Nº of
people attended: Last 30 days | Outdoor : Nº of contacts: Last 7 days
11. 1 10 19 28 37 46 55 64
TV Internet Newspaper
1 10
TV Internet Newspaper
… and we follow certain patterns while
consuming them.
80% share are
concentrated in the
top 10
12. Such fragmented lives require individuals to be
flexible and adaptable — to be constantly ready and
willing to change tactics at short notice, to abandon
commitments and loyalties without regret and to
pursue opportunities according to their current
availability. In liquid modernity the individual must
act, plan actions and calculate the likely gains and
losses of acting (or failing to act)”
“Social forms and institutions no longer
have enough time to solidify and cannot
serve as frames of reference for human
actions and long-term life plan… Individuals
have to splice together an unending series
of short-term projects and episodes that
don't add up to the kind of sequence to
which concepts like "career" and "progress"
could be meaningfully applied.
– Zygmunt Bauma
on Liquid Modernity
13. We are the advertising industry, and as such we
need to be able to capitalize on the available
technology to promote our clients brands
•Silos
• TAM, RAM, Print,
Internet panels,
surveys
•MultiMedia
• Single source,
data-fusion, tagging
•Clusters
•Word of
mouth/Social media
