www.brandlift.comcopyright 2010 vizu corporation | all rights reserved1 advertising to millennials a...

www.brandlift.com COPYRIGHT 2010 VIZU CORPORATION | ALL RIGHTS RESERVED 1COPYRIGHT 2010 VIZU CORPORATION | ALL RIGHTS RESERVEDCOPYRIGHT 2010 VIZU CORPORATION | ALL RIGHTS RESERVED

Advertising to Millennials

A Practicum about Effectively Reaching and Influencing 18-34 Year Olds


What do we know about Millennials?

• Who are they?– Refers to the generation born after 1980– First generation to come of age in the new millennium

• The online generation– First generation to grow up with the internet– Technology is a means to an end – staying connected


A Word About the Data

• Vizu works with brands to measure Brand Lift – the lift against the primary marketing objective generated by online brand advertising efforts

• Results are reported in real-time, allowing for better media planning and in-campaign optimization of key campaign parameters such as frequency, creative, and sites


Who is Marketing to Gen Y?

Note: Based on Data from Vizu Brand Lift Studies Targeted to 18-34 Year Olds, September 2008 – September 2010


Video – More Effective than Display and Rich Media

Note: Based on Data from Vizu Brand Lift Studies Targeted to 18-34 Year Olds, September 2008 – September 2010.High Performing >= 10%+ Brand Lift, Exceptionally High Performing >= 100%+ Brand Lift Banner and Rich Media campaigns were approximately 20% more common than campaigns employing video


Disproportionate Success Found on Video, Sports, Entertainment, Music, & Social Sites



What is the Primary Objective?



Millennnials – What Do They Want?

• They want to be entertained– Entertainment, music, video, and social sites generate the highest lift

• Products need to be an integral part of their lives– Relatively inexpensive products like CPG and QSR show high lift amongst a

demographic that skews towards low income– Entertainment and Technology remain top interests/hobbies for a

demographic that expects to be entertained

• They want experiential advertising– More and more advertisers are incorporating rich media and video into their

advertising mix, and the lift from those units outperforms display– But traditional display can and does still work


Case Study: At the Crossroads of Video and Social

• Campaign was video-only

• Videos were distributed through Sharethrough’s network of premium social sites, games, apps and advertising exchanges to provide targeted reach to a socially connected audience

• Videos were shareable, allowing interested users to spread them amongst their friends

• Using Ad Catalyst, Sharethrough showed this social video approach increased Purchase Intent by 110%, meaning users who had seen the video were twice as likely to buy the game

To promote a new video game launch, a series of teaser videos were created and “seeded” through a social video distribution network to create awareness and purchase intentBackground

How likely are you to purchase the new video game?

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