Media for The Millennial Generation - a draft about the Next generation's Media Consumption behavior.

1. Media for The Millennial Generation
The Y Generation? What do we really know about? What media will engage them?
July, 2012.

2. Media for The Millennial Generation
How brands can be more effective on their media, by
investing a bit more of their money in “ alternative”
media, not traditional anymore.

3. Media for The Millennial Generation
Numbers. How much in NYC?
3.970.595 people in NY
Between 20 to 34 years old
20% of NY Population
Keywords: believe, engagement, social, entrepreneurs, trend setters,
connected, environment responsible, fearless, work, fun, life quality.
This generation are the future and the companies will need to rethink
their communication strategies and budget, in order to get into this
target minds.
Source: www.census.org

4. Media for The Millennial Generation
Some behavior differences between TheM nd Generation X:
They are Faster
The free time they
have, is to have fun. Not Loads of Information
to read a newspaper.
The
Millennial
They research what
They share Generation they want where they
everything want, anytime
They are difficult to They need to be
retain engaged

5. Media for The Millennial Generation
A little history about media and generations.
The Devices.
The Millennial
Baby Boomers X Generation
Generation
Information Information
Information
Sources Sources
Sources

6. Media for The Millennial Generation
A little history about media and generations.
The Media.
Traditional Traditional Ad+
Traditional
Ad+ Direct Digital + Mobile +
Advertising: TV
Mkt + Digital Search + Social
Ad, Press Ads
Media Media + Buzz + …
Later X Generation and early The Millennial
Generation have similar behavior, because they are a
transition-generation

7. Media for The Millennial Generation
A little history about media and generations.
How and where they consume their media??
Baby Boomers

8. Media for The Millennial Generation
A little history about media and generations.
How and where they consume their media??
Generation X

9. Media for The Millennial Generation
A little history about media and generations.
How and where they consume their media??
The Millennial
Generation
They are everywhere, all the
time, always looking for
more.
But this “more” has to be
interesting, consistent,
engaging.

10. Media for The Millennial Generation
The Millennial Generation were born (and raised) under the
INTERNET sign, and they represent 20% of NY Population*
Portals
(AOL) Shared
Content
E-mail
Collaborative
Content
E-commerce
On Demand
Content
Social (Blogs, Search Social
Forums) (Google) Content

11. Media for The Millennial Generation
The Millennial Generation were born (and raised) under the
INTERNET sign, and they represent 20% of NY Population*
Shared
Portals Content
(AOL)
E-mail
Collaborative
Content
EARLY The Millennial Generation
E-commerce
On Demand
Content
Social (Blogs, Search Social
Forums) (Google) Content

12. Media for The Millennial Generation
The Millennial Generation were born (and raised) under the
INTERNET sign, and they represent 20% of NY Population*
Shared
Portals Content
(AOL)
E-mail
Collaborative
Content
LATE The Millennial Generation
E-commerce
On Demand
Content
Social (Blogs, Search Social
Forums) (Google) Content

13. Media for The Millennial Generation
The Millennial Generation were born (and raised) under the
INTERNET sign, and they represent 20% of NY Population*
The Millennial Generation are a ENGAGED generation (specially the 18-
24 ones).
They need user-based advertising, user centered- websites, specific
and relevant content.
They are changing the behavior of Advertising.
• They don’t trust mass media.
• They don’t trust Sponsored Links.
• They really needs to know if you are selling has a “good reputation”.
• They feel an obligation on sharing information about products.
Good or bad.
They trust in people. And they like to share stories!

14. Media for The Millennial Generation
And if they trust people….
Mass Media (TV,
Magazines, Newspaper)
Traditional Web Media Social Media
(Display, Sponsored search,
Email MKT)
Social Engagement
Product/Brand Websites
Product Hot sites
Social Commerce
E-Commerce

15. Media for The Millennial Generation
And if they are “storytellers”, the traditional media can become less effective
each day…
Because: we really need to create experience to engage this target.
THE ADVERTISING FOR The Millennial Generation:
Word-of-Mouth!
Word of mouth, is the passing of information from person to person
by oral communication.
Storytelling is the oldest form of word-of-mouth communication
where one person tells others of something, whether a real event or
something made up. (Wikipedia)

16. Media for The Millennial Generation
And if they are “storytellers”, the traditional media can become less effective
each day…
Because: we really need to create experience to engage this target.
Using much less money that used on TV or Press (and even digital
media), this kind of Advertising is a great tool to really engage
consumers and spread the message by using some communication
Tactics like:
1- Social Networking
2- Product / Service Experience
3- Events
4- Mobile Apps
5- Sampling
6- Product Placements
7- Content
8- PR

17. Media for The Millennial Generation
Conclusion
The Millennial Generation are ON DEMAND generation.
They were born already in a Web Scenario, and they don’t have the
Traditional Media on their background. And today, they are using all
the web and Technology sources they have, to tell the market, what
kind of information/advertising they want to see.
So, for The Millennial Generation, the faster you give them
information, relevant content on demand, in the right time and place
and all organized in a easy way to be spread trough all devices they
use, more assertive will you will be.