Alegre, the president of global partnerships at Google, thinks that everyone is now advercasting. Consumers actually do want to engage with brand and create a content; they don’t want to be passive observers. What is more, there is no such thing as offline. Even if consumers see something offline, like in print or on TV, they will still search about it online. In fact, the internet is so pervasive that about 90 percent of all media interactions are screen-based. What was before an offline transaction, is now considered an online transaction.