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Ome jlasa2015 eng

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Millenials: new consuption of digital content and native advertising

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Ome jlasa2015 eng

  1. 1. How millenials consume digital content and advertsing Javier Lasa @Javier_lasa
  2. 2. Millenials
  3. 3. ¿Why are they the sweet pot for brands?
  4. 4. Millenial 14-34 year Gen Z 8-13 yeas Gen X 35-49 year Boomer 50-65 year
  5. 5. Millenial 1st working
  6. 6. Millenials and device usage
  7. 7. Not without my smartphone *Fuente: Mary Meeker Internet Trends Report 2015
  8. 8. Discovery systems evolution 1975-1995
  9. 9. 151 min smartphone 147 min TV 103 min Desktop 43 min tablet Average user spend 7,4 hours multiscreen *Mary Meeker Internet Trends Report 2014 Screen fragmentation
  10. 10. 12 #trend Content consuption
  11. 11. #1 Binge watching Original content will gain pace and scripted shows will serach for user interest and conversation
  12. 12. #2 Interfaces as gaming experiences Los40 gala streaming - 500k videos and 300K social actions
  13. 13. #3 Cherry picking High consuption frecuency with shorter attention Prefereabily short form on mobile devices
  14. 14. #4 Shorter attention spam Year 2000 12 second average attention year 2014 8,5 0,5 less thana a goldfish *Strategic brain institute 2014
  15. 15. #5 Live streaming rocks Periscope , Yahoo screen line, Huff live, Pluto TV
  16. 16. #6 Ephimerous content Snapchat webseries “Literally can´t even” • Vertical screnn • 5 min episodes (short form) • Vanish after 24 hours
  17. 17. #7 vertical framing 29% os multiscreen usage is done with vertical screen 2015
  18. 18. Multiscreen consuption Time spent by scre nn device2010-2015 (USA) *Fuente: Mary Meeker Internet Trends Report 2015
  19. 19. #8 Playlist as new EPG Autoplay and playlist is generating linar consuption trends towrad lean back experiences
  20. 20. #9 Its more likely you will survive a shark attack than clicking on a banner 0,2 % CTR banner display Out of “viewability” (IAB 50% at least 1s)
  21. 21. In 1941 was broadcasted first TV spot In 73 years nothing has changed in TV advertising
  22. 22. First banner is 20 yeras old and since then is loosing efectiveness from 44% CTR to 0,2 Display advertisng today same as yesterday
  23. 23. 34 #10 Native advertising
  24. 24. Upworthy: attention minutes Buzfeed: shareability (POUND) Medium: TTR Total Time Reading Engagement new ROI and value model
  25. 25. 36 Javier Lasa @Javier_lasa Thank you

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