next-now-presentation-ipg media lab
TRANSCRIPT
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The Millennials are coming to power. Now what?
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© 2013 IPG Media Lab. Proprietary & Confidential
Agenda• Introduction •Overview•What they understand that your brand doesn’t•Who they are (and aren’t)•Trends to capitalize on•How to connect and engage•The future, for now
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IPG Media LabAn Introduction
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© 2013 IPG Media Lab. Proprietary & Confidential
For ten years we have been listening, learning; and sharing with
•Technology partners•Brands and agencies•Media owners
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© 2013 IPG Media Lab. Proprietary & Confidential
We live at the hub of opportunity
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© 2013 IPG Media Lab. Proprietary & Confidential
We innovate and create audience based solutions, by making media
• Innovation• Research• Creative• Thought Leadership
and addressing media owner challenges around:
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New advertising formats
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Technology consulting
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© 2013 IPG Media Lab. Proprietary & Confidential
Lab workshops
Next-gen research
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Technology has revolutionized the media experience…
Source: MAGNA GLOBAL estimates based on syndicated and public sources
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…and how we measure itAttention
Where are consumers focusing their attention?
ExcitementDo consumers show physical signs of
excitement? And when do they take place?
EmotionAre consumers enjoying what they see?
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Overview of Millennials
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So, why is it so hard to reach them?A failure to communicate, based on what Millennialswant as digital natives and how they find information and accomplish tasks
A true “personal problem” for brands and marketers in not focusing on the core behaviors and beliefs of the audience12
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They don’t trust you…According to Nielsen’s latest Global Trust in Advertising report, which surveyed more than 28,000Internet respondents in 56 countries
• of consumers say they trust earned media, such as recommendations from friends and family, above all other forms of advertising.
92%
• of global consumers surveyed online indicate they trust messages from online consumer reviews, an increase of 15% in four years.
70%
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…or anyone else for that matter
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The way that Millennials do things confuses us……hopefully the following information will help set the stage better for all of us
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DateWhat they understand that your brand doesn’t
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They understand true value exchange
Business CustomersValue Exchange
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Value as access
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Value as time & information
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They know the Internet of Things by nature
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Their life is more important than your brand
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Who they are (and aren’t)
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They are mostly digital natives
Generation Y (Millennials) 1980-2000The oldest were 4 when Apple
released the Macintosh personal computer
From Statista,-source: ITU Oct, 18, 2013
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They aren’t lazyThey want to do it all
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workingsslf .com– Rebecca Fraser Thill
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They are diverse
Image: smoorenburg (Flickr)
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They aren’t fickle, just choosy
2013 Badgeville “Rise of the Millennials
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They are voracious media consumers, spending more than 18 hours a day with some form of content
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They aren’t wealthy
• Dubbed the “renter generation”, only 37% of those under 34 are home owners
• Nearly two-thirds of 25-to-34 year olds say they get help from family to make ends meet
Sources: US Census, American Institute of CPAS, The Ad Council, Pew Research Center, Fidelity Investments, Experian
• Their average student loan debt is $35,200, the highest ever
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They are socially active and want brands to participate with them
2013 Badgeville “Rise of the Millennials
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Trends to capitalize on
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Devices are getting smarter, talking to each other and creating new ecosystems
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Don’t worry we are not here yet
though
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Most of consumption and creation is mobileThat makes opt-in data essential to gather insights
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• of Millennialsaccess the Internet from their phone
75% +
• of Millennialsspend time on mobile devices sending and receiving messages
90%
Pew Research 2013
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Increased use of wearables track fitness, social, and content engagement allows marketers access to even more data
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Content must be mobile and compact
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Explosion of mobile messaging activity to carve out private spaces on the web
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Development of visually oriented experiences self curated by Millennials
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Information is becoming more visual and passive
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Streaming is now happening across ALL devices with ANY type of content
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In the U.S., car buying is now a communal project, where Millennials can leverage their group to upgrade product
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Social media talent targeted at Millennialsare featured with world leaders
See the Pep Talk #kidpresident
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How to connect and engage
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Close the current gap for brands and marketers for communication with Millennials• Work in the
speed and scale of digital
• Understand that you never get a second chance to make a first conversion
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Natural reactions are more predictive of future behavior
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So we will look there to find solutions
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What happens when advertisers engage with consumers by providing instant gratification through branded rewards?
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What differentiates rewards & ads?Ads…
• Often provide little benefit to
consumers• Present
regardless of on-screen events
• Can feel intrusive
Rewards…
• Connect brands to consumers during
moments of achievement
• Offer direct benefits
• Complement game play and do not
intrude
versus
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1013
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Ads Game Play RewardsElectro-Dermal Activity
Average % of Time Expressing Excitement While Exposed
Ads (n=47), Game Play (n= 54); Rewards (n= 47)© 2013 IPG Media Lab. Proprietary & Confidential
Rewards generate excitement!Excitement Measured During Game Play With Biometric
Bracelet On-Screen Example: Reward At Moment of
Achievement
*Statistically significant difference between Control and Test at 90% confidence or greater
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0
10
20
30
40
50
60
701 4 7 10 13 16 19 22 25 28 31 34 37 40 43 46 49 52 55 58 61 64 67 70 73 76 79 82 85 88 91 94 97 100 103 106 109 112 115 118
Surpr
ise
Quarter Seconds of Game Play
Consumers also show more surprise…
© 2013 IPG Media Lab. Proprietary & Confidential
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…and positive feelings
-16
-14
-12
-10
-8
-6
-4
-2
0
2
41 6 11 16 21 26 31 36 41 46 51 56 61 66 71 76 81 86 91 96 101 106 111 116 121 126 131 136 141 146 151 156 161 166 171 176 181
Valen
ce
Quarter Seconds of Game Play
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∆2%
∆-4%
∆1%
∆-1%
∆-1%
∆3%
∆13%
∆8%
∆7%
∆8%
∆7%
∆6%
-10% -5% 0% 5% 10% 15% Is a premium brand
Is a brand I respect
Is a brand I would pay more for
Is a quality brand
Is a brand on its way up
Is a modern brand
Brand Attributes(Delta From Control) Physical
RewardAds
Sample sizes for participants who started assigned app Any.do: physical reward n=171; banner ad n=171; control n=189
Which translate into positive brand perceptions
© 2013 IPG Media Lab. Proprietary & Confidential
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And ultimately a stronger impact on intent to purchase the brand
1%
14%
Ads Rewards
Purchase IntentDe
lta Fro
m Cont
rol
Sample sizes for participants who started assigned app: Control n=245; Ads n=276; Rewards n=425
© 2013 IPG Media Lab. Proprietary & Confidential
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Allows brands to use other messaging tactics in context to:• maintain and drive
loyalty• Leverage cause
marketing• lead with humor to give
insight
Get Millennials to engage with relevance and timing
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The future, for now
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Technology changes, people don’t. Be relevant and timely to Millennialsschedules, not your brand’s Relevancy• Deliver messages in
the right place, at the right time
• Provide options people can act on in the moment
• I Like You, If You Like Me:• Leveraging fandom paid off in 18% lift on response for digital banners when involved with a Super Bowl study
• Mobile Couponing Preserves Brand Value• Smartphone imparts a halo of cool on offers and is an easy way to reuse a key conversion asset for retail
Learning from the Lab
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Be willing to experiment to surprise and delight MillennialsExperiment
• Optimize message and offer by screen for best impact
• Think small to get started• Break things; learn and do
better next timeSurprise and Delight• Extend the lifecycle of live TV
and events online, by engaging the audience with extended content on gaming and other platforms
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Exchange value for customer data
Value• Give reasons to
contribute and engage
Utility• Provide utility and
ask for inclusion together and see a lift in results
• “Thanks for letting us watch where and when we want— no more illegal streams for me.”
Quote from a Millennial sports panel attendee at SXSW 2014
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Use technology to enhance actions for consumer-centric engagements
Customize immersive experiences like shoppablevideo
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Native content gives the ideal window to do this:
• Native ads are viewed 52% more than banner ads
• Native ads attract & hold as much attention as webpage content
• Works best with including real-time information
• Stocks, current weather, or Twitter posts
• Instagram and Pinterestimages
Include them in your brand’s conversation with the world
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Research studies to ask us about Latest articles @ ipglab.comApple Showcases CarPlay
• http://ipglab.com/2014/03/03/apple-showcases-carplay/
Teens Love Messaging Apps• http://www.ipglab.com/2014/03/11/sxsw-2014-danah-boyd-
explains-why-teens-love-messaging-apps/SXSW putting the audience front and center• http://www.ipglab.com/2014/03/10/sxsw-2014-putting-the-
audience-front-and-center/
Sports Mastering Social• http://www.ipglab.com/2014/03/11/sxsw-2014-how-sports-have-
mastered-social/Rise of Connected Devices• http://www.ipglab.com/2014/03/08/sxsw-2014-rga-techstars-
and-the-rise-of-connected-devices/Twitch goes mobile• http://www.ipglab.com/2014/03/05/twitch-goes-mobile/Branded Stickers continue growth• http://www.ipglab.com/2014/03/03/branded-stickers-continue-
growth/
Content• Branded content
Real Time• Real-time ads
Multi-Screen• Bridging TV data to better target digital• Are all screens created equal ?
Things to review from the Lab on Millennials
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Muito obrigado!