Captive Media Founder and CMO gives a data-laden and startling overview of just how problematic reaching young male audiences has become with most mainstream media - especially TV and on-line. He talks particularly about the new psychology of the Millennial or Gen Y male, how they 'trade' their attention, and the imperative for advertising which reaches and speaks to them in their own terms

1. Reaching the Unreachables
Novel ways of reaching Millennial Men
Mark Melford
Founder, Captive Media

3. Millennial Males in their natural habitat. Very Hard to Reach
Source 1) Media Matters, 2) MoffettNathanson, Nielsen
Consume 30% less live TV
than in 20102. Almost no press.
“continuous partial
attention” (OFCOM)
Beginning to actively
“trade” their attention
Filter, skip and ignore intrusive
content
Exposed to over 600 ads a day

4. The Mind of Millennial Man
Source 1) Media Matters
Identifies with:
Humorous, slapstick or
edgy advertising
Video gaming. 56% play,
compared to just 38%
use Twitter
Rejects:
being ‘broadcast at’
Influenced by:
Word-of-mouth
Point-of-sale - up -to 70% of
decisions
Spends:
$17billion annually
$2,200 /year each in retail
more on entertainment,
tech, holidays
Our Sources of Insight: TNS, Google and Ogilvy, Thaler & Sunstein, Captive Media Surveys, Neilsen

5. “Look everyone!
- Oh, never mind”

7. 2017
0.5
6.7
6.2
5.9
12.2
11.4
19.6
37.4
Share of global ad spending by Media:
Source: Advertising Expenditure Forecast from ZenithOptimedia
$545 bn in 2015
0
25
50
75
100
2005
0.4
6.6
8.4
13.1
29.1
5.6
36.8
TV
Internet
Mobile
Newspaper
Magazine
Radio
Outdoor
Cinema
2013
0.5
6.9
6.9
7.9
17
20.6
40.2

8. The TV anomaly. Spend keeps growing…
0
8
16
24
32
40
48
56
64
72
80
2012 2013 2014 2015 2016
73.77
70.5968.5466.3564.54
Source: eMarketer
The growth in TV spending US $bn
Source: Neilson
Linear TV Viewership in US
as audience declines

9. So… On-line and Mobile to the rescue?

11. The Problem with on-line:
‘Viewability,’
“Display ads are considered viewable if 50% of
their pixels are in view for a minimum of one
second”
MRC / IAB
‘Bots’
Questionable impact,

12. Source: Google,TNS and Ogilvy. Six-month survey of 2,458 recent purchasers of auto vehicles, beauty products and smartphones
Consumers’ top 10 influences
% citing factor
Word of Mouth
Retailers and store visits
YouTube - "how to" videos
Twitter
Company / brand websites
Facebook
Pinterest
Newspapers and Magazines
TV and Cinema
Search
0 20 40 60 80
51
56
56
59
61
64
51
55
69
74
Real World / "IRL" On-line / "URL"

13. The Problem with on-line:
“Part of it is the industry needs to be better at
producing ads that are less annoying”
Larry Page, CEO of Google,
when asked about this at Google Shareholder meeting June 2015:
Ad blocking ,

14. 2007
Consumers’ new relationship to media
Consumers ‘Trade’ their attention
2015

15. Courtesy: Litaagroup

16. Another response… More on-line screens in
the real world
>> “DOoH” growing faster than paid search

18. ‹#›
Over 70,000 game engagements/week. Significant data capture
Data Capture
163,896 games played over 14 days
512,480 tomatoes were thrown
Campaign Impact
23,351 visitors to Anthony Nolan’s website
1,572 donor registrations, and uplift of 74.9%
See more at: http://www.captive-media.co.uk/election/

19. Captive Media
Reaching the Unreachables
www.captive-media.co.uk
twitter.com/Captive_Media