Video: Advertising From a Consumer-First Perspective

Sponsor Post: Digital Trailblazer Series - Ian Schafer, Deep Focus

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When it comes to interactive marketing and social media, Ian Schafer has a lot to say. The CEO and founder of Deep Focus is one of the industry's most influential voices on technology and advertising.

As a Digital Trailblazer, he lives and breathes technology, focusing on what it means, or will mean, to people at work and in their personal lives.

Says Terrence Lai, group director of analytics at Deep Focus, "He's probably already thinking way ahead…'If this is the trajectory that consumers are going in, we need to make sure we have an agency and an organization that's flexible to evolve with the consumer.'"

Mr. Schafer founded Deep Focus, a digital agency that's part of Engine USA, in 2002, following a stint at Miramax Films, where he was VP of the New Media division. Since then, the agency has built up a client roster that includes brands such as Microsoft, Pepsi and Nestlé Purina, developing digital media, technology, creative and communications strategies designed to give consumers engaging, value-driven experiences. Along the way, Deep Focus has received an Emmy Award, a Cannes Gold Lion and several IAB and Webby awards.

"The notion that people engage with advertising is probably a myth, it's like Big Foot," Mr. Schafer says. "We tackle things from a consumer-first perspective, which means we place a high emphasis on the way that they're actually consuming media."

In addition to his work at Deep Focus, Mr. Schafer sits on the executive board of the Social Media Advertising Consortium and the Global Advisory Board of Global Social Media Week and is a co-founder of the Technology, Advertising & Startup Council. An avid technologist, Mr. Schafer blogs about technology and can be followed on Twitter.


About the Sponsor

Today's trendsetters are also today's digital leaders. The Digital Trailblazers Series profiles some of the industry's most visionary digital executives—those pushing the boundaries in digital marketing. For more on this series, including intelligence and insights from Quantcast, visit the Digital Trailblazers Hub.

Quantcast is a technology company specialized in real-time advertising and audience measurement. As the pioneer of direct audience measurement in 2006, Quantcast has an in-depth understanding of digital audiences across the Web, allowing marketers and publishers to make the smartest choices as they buy and sell the most effective targeted advertising on the market. More than 1,000 brands rely on Quantcast for real-time advertising. More information is available at

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