Agencies may struggle to keep pace with evolving consumer preferences due to lack of comprehensive consumer insights. Without a deep understanding of their target audience's demographics, behaviours and preferences, agencies may struggle to create relevant and engaging campaigns. Consumer's media consumption habits are constantly evolving, with shift towards digital platforms, streaming services and social media influencing how they engage with content. With information overlad, consumers have increasingly shorter attention spans and higher expectation for engaging content. Consumers expect personalized experiences tailored to their individual preferences and needs

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