2013 phd usa/grady creative collective millennial insights presentation
DESCRIPTION
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.TRANSCRIPT
Creative CollectivePHD
group pictures
t h e g r a d y b u n c h
Understanding Hot-TechnologiesContext, Content & DevicesThe Ever-Presence of DigitalMultimedia Viewing of TV ContentFacebookStorytellingMedia vs. Creative Agencies
MILLENNIALS &MediaCurateCreateConceive PerpetuateInitiate
I’m a Millennial and I
my personal montage.[ ]tweet
Canadian-American. Unofficial Massage Therapist. Wannabe Barefoot Contessa.
I’m a Millennial and I [ ]my personal montage.explore
North Carolinian. Concert-Goer. Football Fanatic.
technologiesHOTunderstanding
How do young adults learn about thecool new thing in technology?
I purchased my first smartphone out of peer pressure and the desire to be ‘with it’.
“”
The Network Effect
Innovation Influencers
Socialgraphics
Crowdsourcing
Simplicity Is Key
How do consumers decide what makes something blow up?
Communities of ParticipationTastemakers
Unexpectedness
Tastemakers
Communities ofParticipation
Unexpectedness
The Age of the FeedInternal Validation & The Fear of Missing Out
What are the types of relationships that Millennials have with their devices ?
Laptop. Tablet. Smartphone
LaptopThe Baby & Retail Catalog
Container of Precious InformationToolbox of Applications
Product Recommendations Portal to the World of Internet Commerce
Bang for Your Buck
TabletA Luxury & The Entertainer
Center for Living Room EntertainmentGlorified iPhone
SmartphoneThe Buddy & The Fifth Limb
Fabric for the Modern RelationshipDetermination for Communication
Necessity for Life All-Encompassing Device
Enabling & DisablingTechnology Reflects Our ValuesOver-SaturationInterrupted Human Interaction
I’m a Millennial and I
my personal montage.[ ]pin
Military Brat. Animal Lover. Beer Connoisseur.
ContentContext Devices&
How does the context and content of an ad affect how young adults perceive it ?
On-Demand
prior product tastesMore receptive to new products if found on sites that are based on previous preferences.
“”More receptive to new products if recommended.
If I find something I like on Pinterest, Wanelo or Etsy, I’ll save it for later, even if I’ve never bought from that brand or shop before.
How do Millennials perceive infomercials and direct response?
“ ”Millennials are skeptical of infomercials. They lower our opinion about the brand.
I don’t really pay attention because I don’t believe any of it anyway.
Guilty Pleasure Entertainment1-800-CheapProduct
What types of ads make Millennials look at brands in a favorable light?
Similar StrangersThe Power of Celebrity
I’m a Millennial and I [ ]my personal montage.filterThor Doppleganger. #mrhashtag. Wood Worker.
ver presenceDigitalof
E
How effective is a digital billboard vs. a standard billboard?
Digital ads can be updated often... that could be put to use.“ ”Ads with relevant information can leave lasting impression.
#sftb
What are Millennials’ perceptions of digital screens?
I feel like a lot of the screens in retail locations are just clutter. “ ”Millennials don’t like clutter. Eliminate the noise.
Streamline Retail ProcessOffer Incentives & Helpful InformationThe Creation of a Digital Community
Do digital elements affect Millennials’ perceptions of a brand?
The Creep FactorOpt-In to the Network
I’m a Millennial and I [ ]my personal montage.blog
Fashion Blogger. Half-Filipino. Game Of Thrones Junkie.
television video &content
How do we engage with video entertainment?
“”
I like to marathon, but if I really like a show, like “The Walking Dead” I don’t want to miss out.
on-demand commandengage through relevancy
What devices do Millennials use to watch TV?
“ ” I can just hold it. I don’t have a TV in my room so my laptop is my TV.
laptop is kingcomfort in scaling back
Are cable & TV networks still important to us?
It came with my lease, but I feel like I’d still buy it because it’s cable... I wouldn’t know how to live without it.
“”
I’ll find shows illegally if I can’t find them anywhere else. “ ”
What types of behavior occur during multi-screen viewing?
“”Partnering with social media and offering exclusive content.
If I’m watching TV on a TV, then I’m usually not paying attention. I’m on my iPhone or my laptop. But if I’m on my laptop, I’m pretty focused.
reactions to distractionattention with apps
chal lenges: time, interest & creativityContent Watchers > Content Makers
I’m a Millennial and I [ ]my personal montage.update
World-traveler. Future Food Critic. Sleep-lover.
acebookf
Is our relationship with Facebook changing as it continues to evolve?
Text
“ ”We still use Facebook, but not in the same way.
It’s not all about how Facebook is changing, but how I’m changing too.
Is Facebook still always open in a browser on our computer or phone? Is it as cool as it once was?
“”Facebook is not as cool as it used to be.
I’m not as interested in it as I used to be... 3 or 4 years ago it would have been my homepage.
Who are those that are using it less or perhaps not at all?
“ ”Millennials are moving away from Facebook.
I have push notifications for my close friends, but if not, I don’t care. I try to avoid it most of the time.
Is there a different form of social media that is taking it’s place?
he said
she said
New Facebook
AGAIN
I’m a Millennial and I my personal montage.[ ]sync
Music Lover. Purple Lover. Snapshot Lover.
Storytelling
Do young adults want to have a relationship with brands? Do these relationships exist?
I don’t think about the relationship I have with them, but I do appreciate that they are giving me another way to connect with their product.
“”
Relationships:People Not Brands
Understanding how we use different social media is key to understand how to engage with us on those media.
If you want them [brands] to listen, you’ll do it on social media“ ”
Show us.Don’t tell us.
Which channels do Millennials desire to be reached by?
When brands have their own Facebook page it doesn’t feel like advertising.
Personal InterestLeads to Likes
Like Doesn’t Equal Purchase
What makes people identify with a brand?
“ ” Clean, classy, not overly flashy and down to earth. They just get me.
Millennials are unique individuals who want to be included in the collective community.
How do advertisers disaggregate the brand from the technology?
Technology makes it possible to participate in your brand’s story.
MediavsCreative
How are Advertising agency structures perceived by future Ad professionals?
Narrow View of Media AgencyCreative Equals CreationDefined by Medium
We are Millennials and we
our personal montage.[ ]pinupdate tweet blog filter syncexplore
Questions?