targeting millennial cord cutters: why digital video is the way to reach this generation
TRANSCRIPT
Warren ZennaEVP, Managing Director of US OperationsMobext
Evan ConwayVP, DigitalSprint
Jessica LevineDirector of VideoXaxis
Paul CalentoCo-FounderTriVu Media
Targeting Millennial Cord CuttersWhy Digital Video is the Way to Reach this Generation #AdweekTriVu
Massive buyer power
Entering prime earning years
Rejects traditional advertising
Wants to build relationships with brands
U.S. PURCHASING POWER BY GENERATION
POPULATION74.3M
POPULATION65.7M
POPULATION84M
MILLENNIALS
GENERATION X
BABY BOOMERS
$170BIN ANNUAL PURCHASES
$125BIN ANNUAL PURCHASES
$2.9TIN ANNUAL PURCHASES
Targeting Millennial Cord CuttersWhy Digital Video is the Way to Reach this Generation #AdweekTriVu
Sources: eMarketer, Moosylvania
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)
MILLENNIALSNON-MILLENNIALS
Targeting Millennial Cord CuttersWhy Digital Video is the Way to Reach this Generation #AdweekTriVu
MOVEMENT FROM 2014 STUDY UNCHANGED YEAR-OVER-YEAR NEW ENTRY- NSource: Moosylvania, 2015
Targeting Millennial Cord CuttersWhy Digital Video is the Way to Reach this Generation #AdweekTriVu
MAKE THEM LOOK GOOD
MAKE THEM FEEL GOOD
ENTERTAINTHEM+ +
Targeting Millennial Cord CuttersWhy Digital Video is the Way to Reach this Generation #AdweekTriVu
Source: Moosylvania, 2015
- Warren Zenna
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Targeting Millennial Cord CuttersWhy Digital Video is the Way to Reach this Generation #AdweekTriVu
Young people have an innate understanding of marketing and of their value as consumers.- HAVAS STUDY
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Targeting Millennial Cord CuttersWhy Digital Video is the Way to Reach this Generation #AdweekTriVu
OLD MODELWait for more information
Mass market Let me sell to you
Buy from me Passively watch this Let me interrupt you
NEW MODELOn demand One-to-One authentic relationships Let me help you Help me help the world Actively participate Let me engage you
Targeting Millennial Cord CuttersWhy Digital Video is the Way to Reach this Generation #AdweekTriVu
MILLENNIALS PREFER YOUTUBE OVER TV
Prefers on-demand TV over cableWatches YouTube as a platform
Sources: eMarketer, Adweek, Hunter Qualitative Research
TV ONLINE VIDEO
11:218:20
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
Targeting Millennial Cord CuttersWhy Digital Video is the Way to Reach this Generation #AdweekTriVu
BRANDS MUST FIND A NEW WAY TOCONNECT & MEASUREACROSS SCREENS
Targeting Millennial Cord CuttersWhy Digital Video is the Way to Reach this Generation #AdweekTriVu
- Evan Conway
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Targeting Millennial Cord CuttersWhy Digital Video is the Way to Reach this Generation #AdweekTriVu
THINK BRANDS ARE A BIG PART OF CREATIVE CONTENT ONLINE60%
BRANDS ARE AN 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%
Create shareable content that generates positive word-of-mouth
A friend talking about you is more powerful than you talking about you
Targeting Millennial Cord CuttersWhy Digital Video is the Way to Reach this Generation #AdweekTriVu
Speak consistently in a voice that provides a brand personality
Source: Yahoo! / DigitasLBi / Razorfish / Tumblr study
Produce content that is relevant to your brand, but also entertains & engages
Look for content pillars
Targeting Millennial Cord CuttersWhy Digital Video is the Way to Reach this Generation #AdweekTriVu
Source: Gary Vanerchuck
Awareness & Affinity
Consideration
Conversion
Targeting Millennial Cord CuttersWhy Digital Video is the Way to Reach this Generation #AdweekTriVu
Direct access to customers
Personalized and instant
Addresses on-demand needs of millennials
One-to-one vs. one-to-many
Targeting Millennial Cord CuttersWhy Digital Video is the Way to Reach this Generation #AdweekTriVu
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”
Targeting Millennial Cord CuttersWhy Digital Video is the Way to Reach this Generation #AdweekTriVu
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- Jessica Levine
Targeting Millennial Cord CuttersWhy Digital Video is the Way to Reach this Generation #AdweekTriVu
MARKETERS NEED TO TAKE A DEVICE AGNOSTIC APPROACH PLATFORMS
DATA + INVENTORY
Targeting Millennial Cord CuttersWhy Digital Video is the Way to Reach this Generation #AdweekTriVu
MILLENNIALS
XAXIS TURBINE
TV DATA
AUDIENCE VERIFICATION
SOCIAL PROFILES
VPAID INTERACTIVE FORMATS
DYNAMIC CREATIVE OPTIMIZATION
SOCIAL SHARING
Targeting Millennial Cord CuttersWhy Digital Video is the Way to Reach this Generation #AdweekTriVu
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
Targeting Millennial Cord CuttersWhy Digital Video is the Way to Reach this Generation #AdweekTriVu