Targeting Millennial Cord Cutters: Why Digital Video Is the Way to Reach This Generation
Millennials are a vast generation, skeptical of traditional advertising, and—in this era of cord-cutting—notoriously difficult to reach. With a goal of putting brand messages in front of this desirable demographic, some of the most forward-looking companies are engaging millennials via digital video. Our panel of experts—Sprint VP Evan Conway, Mobext EVP Warren Zenna, Xaxis video director Jessica Levine and TriVu Media co-founder Paul Calento—will offer best practices and case studies that demonstrate the most effective ways to reach the coveted 18-34 demographic through digital video. This webinar will help you understand the strategy and execution of successful digital video campaigns, including: - How and where to find your target audience - The best ways to take advantage of video on mobile - Case studies of successful campaigns - A how-to list of implementation methodology Contents include: 1- Targeting Millennial Cord Cutters 2- Meet the Experts 3- Millennials are Powerful 4- Millennials Love Social Apps 5- Top 50 Millennial Brands 6- Our Challenge? 7- To Target Millennials You Have to Understand Them 8- They Love Different Rock Stars 9- They Believe in the Power of Their Voice 10- They Care About Different Things 11- Millennials Love Online Video 12- The Cookie is Dead 13- Be Social. Be Mobile. Be Friends. 14- Create Content that Enables Participation 15- Content Best Practices 16- Apply the Jab-Jab-Punch! 17- Community Management 18- Don't Forget 19- Unlocking the Secrets to Targeting Millennials 20- Millennials Consume Content Seamlessly Across Devices 21- Unifying Data-Informed Media Across Platforms 22- Challenges in Reaching Millennials Today 23- Q&A
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Targeting Millennial Cord Cutters: Why Digital Video Is the Way to Reach This Generation
- 2. Warren Zenna EVP,ManagingDirector ofUSOperations Mobext Evan Conway VP,Digital Sprint Jessica Levine DirectorofVideo Xaxis Paul Calento Co-Founder TriVuMedia TargetingMillennialCordCutters Why Digital Video is the Way to Reach this Generation #AdweekTriVu
- 3. Massivebuyerpower Enteringprimeearningyears Rejectstraditionaladvertising Wantstobuildrelationships withbrands U.S.PURCHASINGPOWER BYGENERATION POPULATION 74.3M POPULATION 65.7M POPULATION 84M MILLENNIALS GENERATION X BABY BOOMERS $170BIN ANNUAL PURCHASES $125BIN ANNUAL PURCHASES $2.9TIN ANNUAL PURCHASES TargetingMillennialCordCutters Why Digital Video is the Way to Reach this Generation #AdweekTriVu Sources: eMarketer, Moosylvania
- 4. Sources: eMarketer, YouTube, Verizon Digital 81% 65% 48% 39% 40% 25% 27% 68% 52% 29% 20% 11% 7% 6% Facebook YouTube Twitter Pinterest Instagram Vine Snapchat PERCENT USE AT LEAST WEEKLY (MILLENNIALS VS NON-MILLENNIALS) MILLENNIALS NON-MILLENNIALS TargetingMillennialCordCutters Why Digital Video is the Way to Reach this Generation #AdweekTriVu
- 5. MOVEMENT FROM 2014 STUDY UNCHANGED YEAR-OVER-YEAR NEW ENTRY- N Source: Moosylvania, 2015 TargetingMillennialCordCutters Why Digital Video is the Way to Reach this Generation #AdweekTriVu
- 6. MAKE THEM LOOK GOOD MAKE THEM FEELGOOD ENTERTAIN THEM+ + TargetingMillennialCordCutters Why Digital Video is the Way to Reach this Generation #AdweekTriVu Source: Moosylvania, 2015
- 7. - Warren Zenna “ “ TargetingMillennialCordCutters Why Digital Video is the Way to Reach this Generation #AdweekTriVu
- 8. TargetingMillennialCordCutters Why Digital Video is the Way to Reach this Generation #AdweekTriVu
- 9. Young people have an innate understanding of marketing and of their value as consumers. -HAVASSTUDY “ “ TargetingMillennialCordCutters Why Digital Video is the Way to Reach this Generation #AdweekTriVu
- 10. OLD MODEL Wait for more information Mass market Let me sell to you Buy from me Passively watch this Let me interrupt you NEW MODEL On demand One-to-One authentic relationships Let me help you Help me help the world Actively participate Let me engage you TargetingMillennialCordCutters Why Digital Video is the Way to Reach this Generation #AdweekTriVu
- 11. MILLENNIALS PREFER YOUTUBE OVER TV Preferson-demandTVovercable WatchesYouTubeasaplatform Sources: eMarketer, Adweek, Hunter Qualitative Research TV ONLINE VIDEO 11:21 8:20 TIME SPENT WATCHING ONLINE VIDEO VS. TV, PER WEEK, AGED 13-24 (HOURS:MINUTES) ONLINE VIDEO TV WEBSITES FREQUENTED BY US MILLENNIALS % OF RESPONDENTS 31% 34% 36% 66% 68% Twitter Instagram iTunes Facebook YouTube TargetingMillennialCordCutters Why Digital Video is the Way to Reach this Generation #AdweekTriVu
- 12. BRANDS MUST FIND ANEW WAY TO CONNECT & MEASURE ACROSS SCREENS TargetingMillennialCordCutters Why Digital Video is the Way to Reach this Generation #AdweekTriVu
- 13. - Evan Conway “ “ TargetingMillennialCordCutters Why Digital Video is the Way to Reach this Generation #AdweekTriVu
- 14. THINK BRANDS ARE A BIG PART OF CREATIVE CONTENT ONLINE 60% BRANDSAREAN IMPORTANT PART OF THE CREATIVE CONTENT ONLINE LIKE WHEN BRANDS TRY TO GET CONSUMERS INVOLVED WITH VIDEOS, CROWDSOURCING, ETC.54% FEEL MORE CONNECTED TO BRANDS THAT ARE INVOLVED IN POP CULTURE48% Createshareablecontentthat generatespositiveword-of-mouth Afriendtalkingaboutyouismore powerfulthanyoutalkingabout you TargetingMillennialCordCutters Why Digital Video is the Way to Reach this Generation #AdweekTriVu
- 15. Speakconsistentlyinavoicethat providesabrandpersonality Source: Yahoo! / DigitasLBi / Razorfish / Tumblr study Producecontentthatisrelevantto yourbrand,butalsoentertains& engages Lookforcontentpillars TargetingMillennialCordCutters Why Digital Video is the Way to Reach this Generation #AdweekTriVu
- 16. Source: Gary Vanerchuck Awareness &Affinity Consideration Conversion TargetingMillennialCordCutters Why Digital Video is the Way to Reach this Generation #AdweekTriVu
- 17. Direct access to customers Personalized and instant Addresses on-demand needs of millennials One-to-one vs. one-to-many TargetingMillennialCordCutters Why Digital Video is the Way to Reach this Generation #AdweekTriVu
- 18. Understand paid vs. organic Social is mobile! Social is part of the overall story for every campaign and interaction Don’t forget “Marketing 101” just because it is “Social” TargetingMillennialCordCutters Why Digital Video is the Way to Reach this Generation #AdweekTriVu
- 19. “ “ - Jessica Levine TargetingMillennialCordCutters Why Digital Video is the Way to Reach this Generation #AdweekTriVu
- 20. MARKETERS NEED TO TAKEA DEVICEAGNOSTICAPPROACH PLATFORMS DATA+ INVENTORY TargetingMillennialCordCutters Why Digital Video is the Way to Reach this Generation #AdweekTriVu
- 21. MILLENNIALS XAXIS TURBINE TV DATA AUDIENCE VERIFICATION SOCIAL PROFILES VPAID INTERACTIVE FORMATS DYNAMIC CREATIVE OPTIMIZATION SOCIAL SHARING TargetingMillennialCordCutters Why Digital Video is the Way to Reach this Generation #AdweekTriVu
- 22. Engaging users with the right creative messaging at the right time Re-messaging under- exposed TV audiences on digital channels Achieving cost-efficient reach for 18-34 across platforms Capturing consumers’ attention in a fragmented space TargetingMillennialCordCutters Why Digital Video is the Way to Reach this Generation #AdweekTriVu
- 23. TargetingMillennialCordCutters Why Digital Video is the Way to Reach this Generation #AdweekTriVu