targeting millennial cord cutters: why digital video is the way to reach this generation

#AdweekTriVu

in partnership with

Warren ZennaEVP, Managing Director of US OperationsMobext

Evan ConwayVP, DigitalSprint

Jessica LevineDirector of VideoXaxis

Paul CalentoCo-FounderTriVu Media

Targeting Millennial Cord CuttersWhy Digital Video is the Way to Reach this Generation #AdweekTriVu

Massive buyer power

Entering prime earning years

Rejects traditional advertising

Wants to build relationships with brands

U.S. PURCHASING POWER BY GENERATION

POPULATION74.3M

POPULATION65.7M

POPULATION84M

MILLENNIALS

GENERATION X

BABY BOOMERS

$170BIN ANNUAL PURCHASES

$125BIN ANNUAL PURCHASES

$2.9TIN ANNUAL PURCHASES


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)

MILLENNIALSNON-MILLENNIALS


MOVEMENT FROM 2014 STUDY UNCHANGED YEAR-OVER-YEAR NEW ENTRY- NSource: Moosylvania, 2015


MAKE THEM LOOK GOOD

MAKE THEM FEEL GOOD

ENTERTAINTHEM+ +


Source: Moosylvania, 2015

- Warren Zenna

“� “�


Young people have an innate understanding of marketing and of their value as consumers.- HAVAS STUDY

“�

“�


OLD MODELWait for more information

Mass market Let me sell to you

Buy from me Passively watch this Let me interrupt you

NEW MODELOn demand One-to-One authentic relationships Let me help you Help me help the world Actively participate Let me engage you


MILLENNIALS PREFER YOUTUBE OVER TV

Prefers on-demand TV over cableWatches YouTube as a platform

Sources: eMarketer, Adweek, Hunter Qualitative Research

TV ONLINE VIDEO

11:218:20

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


BRANDS MUST FIND A NEW WAY TOCONNECT & MEASUREACROSS SCREENS


- Evan Conway

“�

“�


THINK BRANDS ARE A BIG PART OF CREATIVE CONTENT ONLINE60%

BRANDS ARE AN 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%

Create shareable content that generates positive word-of-mouth

A friend talking about you is more powerful than you talking about you


Speak consistently in a voice that provides a brand personality

Source: Yahoo! / DigitasLBi / Razorfish / Tumblr study

Produce content that is relevant to your brand, but also entertains & engages

Look for content pillars


Source: Gary Vanerchuck

Awareness & Affinity

Consideration

Conversion


Direct access to customers

Personalized and instant

Addresses on-demand needs of millennials

One-to-one vs. one-to-many


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”


“� “�

- Jessica Levine


MARKETERS NEED TO TAKE A DEVICE AGNOSTIC APPROACH PLATFORMS

DATA + INVENTORY


MILLENNIALS

XAXIS TURBINE

TV DATA

AUDIENCE VERIFICATION

SOCIAL PROFILES

VPAID INTERACTIVE FORMATS

DYNAMIC CREATIVE OPTIMIZATION

SOCIAL SHARING


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


targeting millennial cord cutters: why digital video is the way to reach this generation

Marketing

minutesonline video

verizon digital 81eh9

cablewatches youtube

demand tv

brands try

adweektrivuthink brands

bin annual purchases

moosylvania sources