The document discusses how consumers are changing their media consumption habits, moving away from traditional television and advertising towards on-demand options and user-generated content. It notes viewership of television is declining, especially among younger demographics, who are spending more time online, gaming, and engaged with user-generated videos and media. This fundamental shift requires brands to move away from conventional advertising approaches and integrate their messaging into new types of content across multiple platforms in order to effectively reach consumers. Smart marketers are experimenting with innovative and interactive campaigns that involve and entertain consumers.