Transcript How to Market to Millennials

Advertising to Millennials
A Practicum about Effectively Reaching and
Influencing 18-34 Year Olds
www.brandlift.com
COPYRIGHT 2010 VIZU CORPORATION | ALL RIGHTS RESERVED
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What do we know about Millennials?
• Who are they?
– Refers to the generation born after 1980
– First generation to come of age in the new millennium
• The online generation
– First generation to grow up with the internet
– Technology is a means to an end – staying connected
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COPYRIGHT 2010 VIZU CORPORATION | ALL RIGHTS RESERVED
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A Word About the Data
• Vizu works with brands to
measure Brand Lift – the lift
against the primary marketing
objective generated by online
brand advertising efforts
• Results are reported in realtime, allowing for better media
planning and in-campaign
optimization of key campaign
parameters such as frequency,
creative, and sites
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COPYRIGHT 2010 VIZU CORPORATION | ALL RIGHTS RESERVED
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Who is Marketing to Gen Y?
Note: Based on Data from Vizu Brand Lift Studies Targeted to 18-34 Year Olds, September 2008 – September 2010
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COPYRIGHT 2010 VIZU CORPORATION | ALL RIGHTS RESERVED
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Video – More Effective than Display and Rich Media
Note: Based on Data from Vizu Brand Lift Studies Targeted to 18-34 Year Olds, September 2008 – September 2010.
High Performing >= 10%+ Brand Lift, Exceptionally High Performing >= 100%+ Brand Lift
Banner and Rich Media campaigns were approximately 20% more common than campaigns employing video
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COPYRIGHT 2010 VIZU CORPORATION | ALL RIGHTS RESERVED
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Disproportionate Success Found on Video,
Sports, Entertainment, Music, & Social Sites
Note: Based on Data from Vizu Brand Lift Studies Targeted to 18-34 Year Olds, September 2008 – September 2010
www.brandlift.com
COPYRIGHT 2010 VIZU CORPORATION | ALL RIGHTS RESERVED
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What is the Primary Objective?
Note: Based on Data from Vizu Brand Lift Studies Targeted to 18-34 Year Olds, September 2008 – September 2010
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COPYRIGHT 2010 VIZU CORPORATION | ALL RIGHTS RESERVED
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Millennnials – What Do They Want?
• They want to be entertained
– Entertainment, music, video, and social sites generate the highest lift
• Products need to be an integral part of their lives
– Relatively inexpensive products like CPG and QSR show high lift amongst a
demographic that skews towards low income
– Entertainment and Technology remain top interests/hobbies for a
demographic that expects to be entertained
• They want experiential advertising
– More and more advertisers are incorporating rich media and video into their
advertising mix, and the lift from those units outperforms display
– But traditional display can and does still work
www.brandlift.com
COPYRIGHT 2010 VIZU CORPORATION | ALL RIGHTS RESERVED
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Case Study: At the Crossroads of Video and Social
Background
•
To promote a new video game launch, a series of teaser videos were created and “seeded”
through a social video distribution network to create awareness and purchase intent
Campaign was video-only
How likely are you to purchase the new video game?
•
•
•
Videos were distributed through
Sharethrough’s network of premium social
sites, games, apps and advertising
exchanges to provide targeted reach to a
socially connected audience
Videos were shareable, allowing interested
users to spread them amongst their friends
Using Ad Catalyst, Sharethrough showed
this social video approach increased
Purchase Intent by 110%, meaning users
who had seen the video were twice as
likely to buy the game
www.brandlift.com
COPYRIGHT 2010 VIZU CORPORATION | ALL RIGHTS RESERVED
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