creating contextual relationships with consumers will be the real success stories for brands in 2016” and that reaching and connecting with people who come to life when there is a nationally or internationally covered event, such as Euro 2016, will be a focus for Trinity Mirror. She says: “Brands that really think about how to put themselves at the heart of events – or even create their own place on the calendar – will win.

https://www.marketingweek.com/2016/01/08/four-trends-that-will-shape-media-in-2016/