0
PHDCreative Collective
group picturesthe grady bunch
Understanding Hot-TechnologiesContext, Content & DevicesThe Ever-Presence of DigitalMultimedia Viewing of TV ContentFacebo...
MILLENNIALS &Curate                MediaCreateConceivePerpetuateInitiate
Canadian-American. Unofficial Massage Therapist.                       Wannabe Barefoot Contessa.I’m a Millennial and I    ...
North Carolinian. Concert-Goer. Football Fanatic.I’m a Millennial and I                         [ ]                       ...
HOTunderstandingtechnologies
How do young adults learn about thecool new thing in technology?
“  I purchased my firstsmartphone out of peerpressure and the desireto be ‘with it’.
SocialgraphicsThe Network EffectCrowdsourcingInnovation Influencers
Simplicity Is Key
How do consumers decide what makessomething blow up?
TastemakersCommunities of Participation      Unexpectedness
Tastemakers
Communities ofParticipation
Unexpectedness
The Age of the FeedInternal Validation &The Fear of Missing Out
What are the types of relationships thatMillennials have with their devices ?
Laptop. Tablet. Smartphone
LaptopThe Baby & Retail Catalog
Container of Precious InformationToolbox of Applications
Portal to the World of Internet CommerceProduct RecommendationsBang for Your Buck
TabletA Luxury & The Entertainer
Glorified iPhoneCenter for Living Room Entertainment
SmartphoneThe Buddy & The Fifth Limb
Fabric for the Modern RelationshipDetermination for Communication
Necessity for LifeAll-Encompassing Device
Enabling & DisablingTechnology Reflects Our ValuesOver-SaturationInterrupted Human Interaction
Military Brat. Animal Lover. Beer Connoisseur.I’m a Millennial and I                       [ pin ]        my personal mont...
&Devices ContextContent
How does the context and content of anad affect how young adults perceive it ?
On-Demand
prior product tastesMore receptive to new products if found on sites that arebased on previous preferences.
“ If I find something I like onPinterest, Wanelo or Etsy, I’llsave it for later, even if I’venever bought from that brand ...
How do Millennials perceiveinfomercials and direct response?
“ I don’t really pay attentionbecause I don’t believe any of it          ”anyway.      Millennials are skeptical of infome...
Guilty Pleasure Entertainment1-800-CheapProduct
What types of ads make Millennials look atbrands in a favorable light?
The Power of CelebritySimilar Strangers
Thor Doppleganger. #mrhashtag. Wood Worker.I’m a Millennial and I                         [filter]    my personal montage.
ver presenceEofDigital
How effective is a digital billboard vs. astandard billboard?
“   Digital ads can beupdated often... that could                           ”be put to use.    Ads with relevant informati...
#sftb
What are Millennials’ perceptions ofdigital screens?
“  I feel like a lot of thescreens in retail locations                            ”are just clutter.    Millennials don’t ...
Streamline Retail ProcessOffer Incentives & Helpful InformationThe Creation of a Digital Community
Do digital elements affectMillennials’ perceptions of a brand?
The Creep FactorOpt-In to the Network
Fashion Blogger. Half-Filipino. Game Of Thrones Junkie.I’m a Millennial and I                         [blog]              ...
&videotelevision    content
How do we engage with video entertainment?
“ I like to marathon, but if Ireally like a show, like“The Walking Dead” I don’twant to miss out.
on-demand commandengage through relevancy
What devices do Millennials use to watch TV?
“ I can just hold it. I don’thave a TV in my room somy laptop is my TV.
laptop is kingcomfort in scaling back
Are cable & TV networks stillimportant to us?
“  It came with my lease, but Ifeel like I’d still buy it becauseit’s cable... I wouldn’t know                       ”how ...
“  I’ll find showsillegally if I can’t find                        ”them anywhere else.
What types of behavior occur duringmulti-screen viewing?
“ If I’m watching TV on a TV,then I’m usually not payingattention. I’m on my iPhoneor my laptop. But if I’m on mylaptop, I...
reactions to distractionattention with apps
Content Watchers > Content Makers   challenges:   time, interest & creativity
World-traveler. Future Food Critic. Sleep-lover.I’m a Millennial and I                         [update]        my personal...
facebook
TextIs our relationship with Facebook changing asit continues to evolve?
“ It’s not all about howFacebook is changing, but                                    ”how I’m changing too.      We still ...
Is Facebook still always open in a browseron our computer or phone? Is it as cool as itonce was?
“  I’m not as interested in it asI used to be... 3 or 4 yearsago it would have been myhomepage.            Facebook is not...
Who are those that are using it less orperhaps not at all?
“ I have push notifications formy close friends, but if not, Idon’t care. I try to avoid itmost of the time.        Millen...
Is there a different form of socialmedia that is taking it’s place?
she saidhe said
New Facebook   AGAIN
Music Lover. Purple Lover. Snapshot Lover.I’m a Millennial and I                         [sync]      my personal montage.
Storytelling
Do young adults want to have a relationshipwith brands? Do these relationships exist?
“ I don’t think about therelationship I have with them,but I do appreciate that they aregiving me another way toconnect wi...
Relationships:People Not Brands
Understanding how we use different socialmedia is key to understand how to engagewith us on those media.
“  If you want them [brands] tolisten, you’ll do it on social       ”media
Show us.Don’t tell us.
Which channels do Millennials desire tobe reached by?
When brands have their own Facebook page it doesn’t feel like advertising.
Personal InterestLeads to LikesLike Doesn’t Equal Purchase
What makes people identify with a brand?
“  Clean, classy, not overlyflashy and down to earth.                  ”They just get me.
Millennials are unique individuals who wantto be included in the collective community.
How do advertisers disaggregate the brandfrom the technology?
Technology makes itpossible to participate inyour brand’s story.
Media vsCreative
How are Advertising agency structuresperceived by future Ad professionals?
Narrow View of Media AgencyCreative Equals CreationDefined by Medium
We are Millennials and we                  [ ]update tweet blog pin explore filter sync                 our personal monta...
Questions?
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2013 PHD USA/Grady Creative Collective Millennial Insights Presentation

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PHD USA, an Omnicom Group agency, hosted a six-month fellowship to provide 7 students at UGA Grady College of Journalism and Mass Communication with multidisciplinary marketing communications experiences that focuses on the growing convergence between public relations, marketing and advertising and its affect on the Millennial generation.

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Transcript of "2013 PHD USA/Grady Creative Collective Millennial Insights Presentation"

  1. 1. PHDCreative Collective
  2. 2. group picturesthe grady bunch
  3. 3. Understanding Hot-TechnologiesContext, Content & DevicesThe Ever-Presence of DigitalMultimedia Viewing of TV ContentFacebookStorytellingMedia vs. Creative Agencies
  4. 4. MILLENNIALS &Curate MediaCreateConceivePerpetuateInitiate
  5. 5. Canadian-American. Unofficial Massage Therapist. Wannabe Barefoot Contessa.I’m a Millennial and I [tweet] my personal montage.
  6. 6. North Carolinian. Concert-Goer. Football Fanatic.I’m a Millennial and I [ ] explore my personal montage.
  7. 7. HOTunderstandingtechnologies
  8. 8. How do young adults learn about thecool new thing in technology?
  9. 9. “ I purchased my firstsmartphone out of peerpressure and the desireto be ‘with it’.
  10. 10. SocialgraphicsThe Network EffectCrowdsourcingInnovation Influencers
  11. 11. Simplicity Is Key
  12. 12. How do consumers decide what makessomething blow up?
  13. 13. TastemakersCommunities of Participation Unexpectedness
  14. 14. Tastemakers
  15. 15. Communities ofParticipation
  16. 16. Unexpectedness
  17. 17. The Age of the FeedInternal Validation &The Fear of Missing Out
  18. 18. What are the types of relationships thatMillennials have with their devices ?
  19. 19. Laptop. Tablet. Smartphone
  20. 20. LaptopThe Baby & Retail Catalog
  21. 21. Container of Precious InformationToolbox of Applications
  22. 22. Portal to the World of Internet CommerceProduct RecommendationsBang for Your Buck
  23. 23. TabletA Luxury & The Entertainer
  24. 24. Glorified iPhoneCenter for Living Room Entertainment
  25. 25. SmartphoneThe Buddy & The Fifth Limb
  26. 26. Fabric for the Modern RelationshipDetermination for Communication
  27. 27. Necessity for LifeAll-Encompassing Device
  28. 28. Enabling & DisablingTechnology Reflects Our ValuesOver-SaturationInterrupted Human Interaction
  29. 29. Military Brat. Animal Lover. Beer Connoisseur.I’m a Millennial and I [ pin ] my personal montage.
  30. 30. &Devices ContextContent
  31. 31. How does the context and content of anad affect how young adults perceive it ?
  32. 32. On-Demand
  33. 33. prior product tastesMore receptive to new products if found on sites that arebased on previous preferences.
  34. 34. “ If I find something I like onPinterest, Wanelo or Etsy, I’llsave it for later, even if I’venever bought from that brand orshop before. More receptive to new products if recommended.
  35. 35. How do Millennials perceiveinfomercials and direct response?
  36. 36. “ I don’t really pay attentionbecause I don’t believe any of it ”anyway. Millennials are skeptical of infomercials. They lower our opinion about the brand.
  37. 37. Guilty Pleasure Entertainment1-800-CheapProduct
  38. 38. What types of ads make Millennials look atbrands in a favorable light?
  39. 39. The Power of CelebritySimilar Strangers
  40. 40. Thor Doppleganger. #mrhashtag. Wood Worker.I’m a Millennial and I [filter] my personal montage.
  41. 41. ver presenceEofDigital
  42. 42. How effective is a digital billboard vs. astandard billboard?
  43. 43. “ Digital ads can beupdated often... that could ”be put to use. Ads with relevant information can leave lasting impression.
  44. 44. #sftb
  45. 45. What are Millennials’ perceptions ofdigital screens?
  46. 46. “ I feel like a lot of thescreens in retail locations ”are just clutter. Millennials don’t like clutter. Eliminate the noise.
  47. 47. Streamline Retail ProcessOffer Incentives & Helpful InformationThe Creation of a Digital Community
  48. 48. Do digital elements affectMillennials’ perceptions of a brand?
  49. 49. The Creep FactorOpt-In to the Network
  50. 50. Fashion Blogger. Half-Filipino. Game Of Thrones Junkie.I’m a Millennial and I [blog] my personal montage.
  51. 51. &videotelevision content
  52. 52. How do we engage with video entertainment?
  53. 53. “ I like to marathon, but if Ireally like a show, like“The Walking Dead” I don’twant to miss out.
  54. 54. on-demand commandengage through relevancy
  55. 55. What devices do Millennials use to watch TV?
  56. 56. “ I can just hold it. I don’thave a TV in my room somy laptop is my TV.
  57. 57. laptop is kingcomfort in scaling back
  58. 58. Are cable & TV networks stillimportant to us?
  59. 59. “ It came with my lease, but Ifeel like I’d still buy it becauseit’s cable... I wouldn’t know ”how to live without it.
  60. 60. “ I’ll find showsillegally if I can’t find ”them anywhere else.
  61. 61. What types of behavior occur duringmulti-screen viewing?
  62. 62. “ If I’m watching TV on a TV,then I’m usually not payingattention. I’m on my iPhoneor my laptop. But if I’m on mylaptop, I’m pretty focused. Partnering with social media and offering exclusive content.
  63. 63. reactions to distractionattention with apps
  64. 64. Content Watchers > Content Makers challenges: time, interest & creativity
  65. 65. World-traveler. Future Food Critic. Sleep-lover.I’m a Millennial and I [update] my personal montage.
  66. 66. facebook
  67. 67. TextIs our relationship with Facebook changing asit continues to evolve?
  68. 68. “ It’s not all about howFacebook is changing, but ”how I’m changing too. We still use Facebook, but not in the same way.
  69. 69. Is Facebook still always open in a browseron our computer or phone? Is it as cool as itonce was?
  70. 70. “ I’m not as interested in it asI used to be... 3 or 4 yearsago it would have been myhomepage. Facebook is not as cool as it used to be.
  71. 71. Who are those that are using it less orperhaps not at all?
  72. 72. “ I have push notifications formy close friends, but if not, Idon’t care. I try to avoid itmost of the time. Millennials are moving away from Facebook.
  73. 73. Is there a different form of socialmedia that is taking it’s place?
  74. 74. she saidhe said
  75. 75. New Facebook AGAIN
  76. 76. Music Lover. Purple Lover. Snapshot Lover.I’m a Millennial and I [sync] my personal montage.
  77. 77. Storytelling
  78. 78. Do young adults want to have a relationshipwith brands? Do these relationships exist?
  79. 79. “ I don’t think about therelationship I have with them,but I do appreciate that they aregiving me another way toconnect with their product.
  80. 80. Relationships:People Not Brands
  81. 81. Understanding how we use different socialmedia is key to understand how to engagewith us on those media.
  82. 82. “ If you want them [brands] tolisten, you’ll do it on social ”media
  83. 83. Show us.Don’t tell us.
  84. 84. Which channels do Millennials desire tobe reached by?
  85. 85. When brands have their own Facebook page it doesn’t feel like advertising.
  86. 86. Personal InterestLeads to LikesLike Doesn’t Equal Purchase
  87. 87. What makes people identify with a brand?
  88. 88. “ Clean, classy, not overlyflashy and down to earth. ”They just get me.
  89. 89. Millennials are unique individuals who wantto be included in the collective community.
  90. 90. How do advertisers disaggregate the brandfrom the technology?
  91. 91. Technology makes itpossible to participate inyour brand’s story.
  92. 92. Media vsCreative
  93. 93. How are Advertising agency structuresperceived by future Ad professionals?
  94. 94. Narrow View of Media AgencyCreative Equals CreationDefined by Medium
  95. 95. We are Millennials and we [ ]update tweet blog pin explore filter sync our personal montage.
  96. 96. Questions?
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