By Olivia Atkins | Writer



Promoted article

This is content produced by a partner of The Drum and promoted by The Drum. To find out more, visit our media solutions page media solutions page

December 7, 2020 | 4 min read

In a year of unprecedented change, Xandr, AT&T’s advertising company, in partnership with The Drum, has been monitoring the evolution of consumer behaviour towards the digital advertising industry. In this mini-series, we analyse the biggest changes we’ve seen this year and how they can bring about new opportunities for digital marketers as we head into a new year.

For this study, we interviewed three consumers across different generations to further understand how their engagement with technology and digital brands has changed this year. We have been discussing these trends with a panel of experts including Victoria Cook, partner at Mindshare, and Steve Hewett, VP at Capgemini Invent, to identify potential areas of growth that marketers should consider in order to achieve success in 2021. These spanned reaching a wider audience in the Baby Boomer generation, purpose beyond profit and elevating digital brand experience.

The first video in our mini-series looks at how the pandemic affected the Baby Boomer generation, specifically considering how their use of digital technology has increased under lockdown as a way of staying connected to loved ones. The video reveals areas where brands can bolster their digital offering to keep up with consumer demands, which have shifted throughout this period as users have flocked online to pass the increased number of hours they’re now spending at home. Xandr urged marketers to tap into this trend and find new opportunities for engaging consumers online. Watch the short video at the top of this article to find out more.

The latest marketing news and insights straight to your inbox.

Get the best of The Drum by choosing from a series of great email briefings, whether that’s daily news, weekly recaps or deep dives into media or creativity.

Sign up
Xandr: Boomers go digital

The first video in our mini-series looks at how the pandemic has affected the Baby Boomer generation's consumer habits

Watch part two of series which looks at the next trend we have identified - ‘purpose beyond profit’.

Watch part three of the series, looking at the final trend 'Experience matters' here.

For 'the big picture' with more detail on our three trends and our round-up video concluding this mini-series, click here.

Digital Transformation

Content created with:

Xandr is AT&T’s advertising company and a leader in addressable TV, creating a better solution for advertisers and media companies. With unparalleled scale in TV, mobile and wired broadband, Xandr is making advertising matter and more relevant. Xandr Invest and Xandr Monetize, our advanced technology platforms built on more than a decade of innovation, maximise working media dollars for buyers and sellers alike, and offer audience-based buying at scale for digital environments and linear TV. Community, powered by Xandr, offers a curated marketplace of premium publishers, providing access to unique consumer insights in a brand-safe environment. For more than 143 years, AT&T has used data and technology to inform and improve the consumer experience.

Find out more

More from Digital Transformation

View all