Who hasn't had a nap interrupted because of an impertinent call from some marketing department describing their product or service as cleverly as possible and telling you that buying it will bring some greater advantage to your life? Because marketing was once about interruption. We think now, how on earth could people watch TV without a remote control? But of course, there were much fewer channels with immense audience reach and barely no competition, paid media was mandatory. Internet, as we all know, shattered that business and cultural environment. It allowed for disinter-mediation. The user, the consumer, could access information that otherwise in the past, would have required a mediator, a facilitator, an expert such as a salesperson, a librarian, or even a doctor. A few facts about this mind-blowing revolution in consumption habits. Social media has taken center stage with millennial's. In fact, 75 percent of that age group use social media daily and watch online videos daily. A similar percentage say they are more influenced when they buy things by social media recommendations than by TV ads. Actually, approximately, nine out of every 10 TV viewers manifest they skip advertising with that great invention called remote control. So, the media landscape is undergoing constant structural change. Newspaper and cable news consumption is increasing persistently with newspaper ad revenue declining each year and halving its earnings in a decade. Those earnings are at today approximately a half of what they were a decade ago. Which has severely constrained the size of their newsrooms, their financial independence, and therefore their editorial independence, everybody loses. Conversely, digital media consumption is steadily increasing all around the globe. It's a huge cultural shift. Still in it's early ages of development, and despite all the astonishing transformations we've seen since the beginning of the century. I'm going to give you a couple more facts about the effects of these changes in advertising. Seventy percent of people say they don't trust advertising to start with and 30 percent use add blockers to avoid more interruptions, which is another stab in the back of the journalistic industry by the way. It's no use concentrating on pushing messages down users throats anymore. People have enough content around them and just don't want more intrusive ads. Everybody seems to be in the business of creating good and compelling content, and media is definitely becoming less static and more dynamic than ever, across all kinds of platforms and devices. The explosive growth of video being watched in mobile devices is the most clear sign of this changing consumption habits. The craving for dynamic and moving content is sweeping across social media platforms. That's where the conversation lies, with companies and institutions want to be with their brand and content. It's the liquid version of an eternal struggle. How to get noticed, and therefore how to get paid.