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
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
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
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
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