Abstract:

The aim of this article is to analyse the evolution of media trends in the context of consumers' increasing multi-screening behaviour, which leads to the phenomenon of ignoring advertisements. The research methodology will consist of a critical analysis of current media trends in order to highlight the evolution of the brands when it comes to their aspiration to reach a larger target audience and adapt to the new generations of consumers. The conclusion of the research is that brands must align their promotion strategies with the latest media trends, adapting to the consumption requirements of new generations, who remain numb to traditional advertising and whose attention is completely focused online, which gives way to the involvement of influencers in brand strategies.