One of the seven-part series of podcasts connected to our 2017 TRENDS publication. Today’s consumers have growing expectations to not only be informed, but to also be entertained. This shift in content consumption is setting the bar even higher for marketers who seek new, innovative ways to connect with and engage their audiences. thunder::cast co-host Eric Crilow discusses the growing popularity of interactive content, which requires participants’ active engagement with the content they consume, rather than simply passively reading or watching. This trend provides an opportunity for brands to capitalize on consumers’ desire to be entertained, by serving up real-time, hyper-relevant content in exchange for their information, which can be used to inform marketing efforts.