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Marketing to millennials means data-driven audience targeting.

Marketing to Millennials: Why You Must Be More Specific

December 7th, 2015   ||    by Callie Wheeler

In the 70 years since the word “teenager” first entered the marketing vocabulary, the list of coveted audiences has grown, ultimately leading today’s advertisers to a new golden goose: millennials. Marketing to millennials is at the top of brands’ to-do lists as they take into account the $1.4 trillion they’ll spend by 2020. However, what if the term “millennials” isn’t specific enough for marketers?

The truth is, it’s not. Millennials consume content in massive quantities and are surrounded by native advertising, television ads, social media, sponsored posts, and content marketing. According to NewsCred’s 2014 Millennial Survey, there are 82 million millennials per month consuming online content in the United States.

The survey found that millennials respond best to content that is useful or helpful to them. Other important factors to consider are age, location, and cultural interests. Fifty-four percent of millennials respond positively to content that is tailored to their age, 55 percent respond positively to content that is tailored to where they live, and 63 percent respond positively to content related to their cultural interests. Interestingly, 30 percent of millennials won’t even read content that doesn’t either entertain or educate them, and only 15 percent of millennials said they always read communications from brands.

Brands can target their marketing to millennials and capture the attentions and spending dollars of all these consumers by understanding their audience and building multilayered audience profiles. It is no longer good enough to lump a generation together and hope they’re watching the right programs. Be as targeted and specific as possible in your advertising. For instance, rather than only targeting millennial females, break the demographic down into profession, location, and spending habits. Take cultural interests into account and consider what would be useful to these very specific consumers.

The result is relevant, quality advertising and content that is much more likely to produce brand interest and loyalty from millennials. For instance, women ages 21–28 working more than 40 hours a week in a professional setting could be matched with services such as dry cleaning and meal delivery directly in their areas. Or, nutritional supplement information could be supplied to millennials who visit the gym three times per week or more and use food subscription services. Why not deliver television ads tailored specifically to the audience who is watching the show?

These are just some of the possibilities data can provide, and by utilizing the data and targeting specific audience segments, brands can do a better job marketing to millennials. There are myriad options that take advantage of data-driven advertising, from programmatic display advertising to programmatic TV. It’s up to brands to take advantage of the information available and listen to what millennials are saying.

If you’re considering a more targeted approach to advertising or learning more about programmatic TV, reach out to Videa today.

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