SlideShare a Scribd company logo
#AdweekTriVu
in partnership with
Warren Zenna
EVP,ManagingDirector

ofUSOperations
Mobext
Evan Conway
VP,Digital
Sprint
Jessica Levine
DirectorofVideo
Xaxis
Paul Calento
Co-Founder
TriVuMedia
TargetingMillennialCordCutters
Why Digital Video is the Way to Reach this Generation #AdweekTriVu
Massivebuyerpower
Enteringprimeearningyears
Rejectstraditionaladvertising
Wantstobuildrelationships
withbrands
U.S.PURCHASINGPOWER
BYGENERATION
POPULATION
74.3M
POPULATION
65.7M
POPULATION
84M
MILLENNIALS
GENERATION X
BABY BOOMERS
$170BIN ANNUAL PURCHASES
$125BIN ANNUAL PURCHASES
$2.9TIN ANNUAL PURCHASES
TargetingMillennialCordCutters
Why 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)
MILLENNIALS
NON-MILLENNIALS
TargetingMillennialCordCutters
Why Digital Video is the Way to Reach this Generation #AdweekTriVu
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
MAKE THEM
LOOK GOOD
MAKE THEM
FEELGOOD
ENTERTAIN
THEM+ +
TargetingMillennialCordCutters
Why Digital Video is the Way to Reach this Generation #AdweekTriVu
Source: Moosylvania, 2015
- Warren Zenna
“ “
TargetingMillennialCordCutters
Why Digital Video is the Way to Reach this Generation #AdweekTriVu
TargetingMillennialCordCutters
Why Digital Video is the Way to Reach this Generation #AdweekTriVu
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
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
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
BRANDS MUST FIND
ANEW WAY TO
CONNECT & MEASURE
ACROSS SCREENS
TargetingMillennialCordCutters
Why Digital Video is the Way to Reach this Generation #AdweekTriVu
- Evan Conway
“
“
TargetingMillennialCordCutters
Why Digital Video is the Way to Reach this Generation #AdweekTriVu
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
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
Source: Gary Vanerchuck
Awareness &Affinity
Consideration
Conversion
TargetingMillennialCordCutters
Why 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
TargetingMillennialCordCutters
Why 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”
TargetingMillennialCordCutters
Why Digital Video is the Way to Reach this Generation #AdweekTriVu
“ “
- Jessica Levine
TargetingMillennialCordCutters
Why Digital Video is the Way to Reach this Generation #AdweekTriVu
MARKETERS NEED TO TAKEA
DEVICEAGNOSTICAPPROACH PLATFORMS
DATA+ INVENTORY
TargetingMillennialCordCutters
Why 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
TargetingMillennialCordCutters
Why 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
TargetingMillennialCordCutters
Why Digital Video is the Way to Reach this Generation #AdweekTriVu
TargetingMillennialCordCutters
Why Digital Video is the Way to Reach this Generation #AdweekTriVu

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