Telegraph touchpoints key to advertising plans

Annelies van den Belt, the new media director of the Telegraph group, has been explaining more about the "touchpoints" concept I've previously outlined after meeting Will Lewis, the editorial overseer of the digital transformation. She told the Association of Online Publishers' conference in London, that the touchpoints, which will trigger different forms of content for its audience, are key to new advertising plans. Van den Belt later told Oliver Luft: "The consumer now has a much more multi-media approach, duel media consumption, in many cases triple media consumption. On Blackberry, TV, internet, even all at the same time. It's about following that consumer [with advertising] and touchpoints are becoming incredibly important." She spoke of "32 products" to "match touchpoints during the day." Wow! (Via Journalism.co.uk)