It's no longer a set of channels, (i.e mobile, computers, DOOH) rather a method of consuming all platforms. It's changing our ability to interact with other traditional media and essentially extending the dialogue. The mode of communication is changing from a one-way form of communication to a two-way model. This fertilizes new conversations and ignites connections between brands and consumers. In a world where everything is digital. What does this mean? Consumers are integrating digital, seamlessly into their online and offline words. And… really It’s all about understanding our consumer.