THERE is no doubt that the digital revolution is transforming both society and the media industry. Technology has encroached upon all aspects of our daily lives. People watching television now have more choice not just on what they watch, but how they watch it. The proliferation of content and viewing platforms has led to the rise of the ‘my-time’ generation; the consumer who wants media in their own time and on their own terms. Advances in technology have given the consumer more control of the content they watch, including the advertisements. This is the age of perpetual partial attention, and the concern to any media owner is how can their media brand cut through and create time with the consumer, even for just a few seconds.