Phd plans book final

2013
Collective
PHD
MillEnnial Insights Into:
HOT TECHNOLOGIES & DEVICE CONTEXT + DIGITAL ADVERTISING
Creative
TELEVISION & FACEBOOK + BRAND STORYTELLING

The PHD WorldWide-Grady Creative Collective, now in its second year, is a
collaborative research project that challenges a team of graduating advertising
students at the University of Georgia to build consumer insights on Millennials.
As Millennials replace Baby Boomers and become the largest consumer generation
in history, marketers are trying to keep up with the language and habits of the
“digital native.” By 2015, Millennials will become the primary influencers in the
United States, with an estimated $900 billion in spending power in the economic
marketplace, and their habits will determine technological advancements, social
behavior and political movements. Further study into this emerging consumer
force brings insights into the future opportunities and challenges for advertisers.
Through focus groups, in-depth interviews and surveys, the Creative Collective
tapped into the habits and opinions of Millennials who are still in school and in
the workforce.This research provided insights into the respondents’ media usage,
particularly in hot technologies, as well as their use and attitudes toward digital
advertising, device context, television, Facebook and brand relationships.
As the Creative Collective, we present this plans book as a summary of our
findings.We hope it provides you with a better understanding of Millennial
consumer behavior and media usage. We are Millennials. This is our generation.
Our immense gratitude to the people of PHD Worldwide, our trusted professors
at Grady College, and all those that made this project possible. We’re excited to
share our thoughts and knowledge, and we hope that our insights about Millennials
and their behavior will be beneficial to you.
1

Table of Contents
The PHD Creative Collective
Hot Technologies
Context, Content & Devices
The Ever Presence of Digital
Television & Multi-Video Content
The Evolution of Facebook
Storytelling
Stephanie Wright & Chelsea Franklin
Rebecca Hoerner
Lucas Holt
JoAnn Anderson
Christabel Belonwu
Asia Martin-Ingram
2
5
21
41
53
63
31

The Phd Creative Collective
Hot Technologies
Chelsea Franklin
Advertising I Spanish
Hot Technologies
Stephanie Wright
Advertising
Context, Content
& Devices
Rebecca Hoerner
Advertising I New Media
3

The Ever Presence
of Digital Advertising
Lucas Holt
Advertising
Television & Multi-Video Content
JoAnn Anderson
M.A., Advertising
The Evolution of Facebook
Christabel Belonwu
Advertising I New Media
Storytelling
Asia Martin-Ingram
Advertising I Psychology
4

Hot Technologies
How do young adults learn about the
“cool new thing” in technnology?
How do consumers decide what makes something
“blow up”?
What kind of relationships do Millennials have
with a Laptop vs. Tablet vs. Smartphone?

CHELSEA FRANKLIN & STEPHANIE WRIGHT PHD Creative Collective I The University of Georgia
Chelsea Franklin
The product of a single mother, my media knowledge has elevated me to the respected position
of “Technology Educator” of the household. After I have explained the many functions and uses
of her iPad to my mom time and again, she still uses it in a clunky Baby Boomer way. And now,
she never hesitates to use it as a camera in the middle of crowded restaurants (among other,
rather embarrassing tactics).What can I say? We come from two starkly different generations.
I am and advertising major and a Millennial. I spend a lot of time with and around social media,
devices, and technology trends. It’s in the fabric of my being, the core of my studies, and the
topic of conversation with, well, everyone. Constantly busy, I find social media is a way to
express and celebrate my daily activities. It’s something I think about often and I check, refresh,
and update even more often. My actions on social media are intended, deliberate, and planned.
Not every picture makes the Instagram cut, and not every idea is tweeted. If there aren’t enough
“likes” on a status update, I’ll delete it. I don’t own an iPad AND...I wouldn’t be caught dead
taking pictures with it if I had one. Just like many other Millennials, I develop my personal brand
across social media platforms and through various devices. My MacBook Pro is my home-base.
Here, while I work using email, checking Linkedin and finishing assignments, I maintain a Black
Keys Pandora station just at the perfect volume. Close by, my always-shattered iPhone sits. It is
close by because I need it. My phone keeps me plugged-in when I’m at home and on the go.
Stephanie Wright
I was born in Canada, immigrated to the land of the free at the age of eight and became an
American citizen ten years later. Early exposure to these two cultures was instrumental in
establishing my worldview. I learned that most of us are searching for validation from our
peers, friends and loved ones and are quick to adopt technology that allows for the magical
moment of connection to occur.
When we moved, we were separated from our family by thousands of miles and were forced
to communicate with them through machines. From the first time a computer entered our
household, I was glued to the keyboard, trying to figure out how to play with this new toy.
I am a self-proclaimed advertising nerd whose passion for advertising is fueled by a curiosity
about human behavior and a love of communication technology. While not all Millennials share
my passion for advertising, many share my fascination with technology and keeping up with the
latest technology trends.
6

PHD Creative Collective I The University of Georgia
Question:
CHELSEA FRANKLIN & STEPHANIE WRIGHT
Hot Technologies
With our ever-changing technology
landscape, where new applications and iOS
updates are available daily, it seems nearly
impossible to stay current, fresh, and up-to-
date. Still, Millennials effortlessly complete
this daunting task. Our networks, both
digital and personal, aid in our search for
the next big thing. The click of a tab or the
refresh of a feed allows us to quickly test
the newest technology and draw immediate
assumptions regarding its potential for
our further use. If we don’t know how
to do something, we simply “Google it.”
We are quick to analyze, even quicker
to judge, and have a strict check-list of
prerequisites pending our adoption of a
new application or device.There are simply
far too many options to waste time on the
unnecessary. The Millennial generation’s
ability to sift through the technology in
order to decide what is noteworthy is a task
easily completed through crowdsourcing.
Crowdsourcing is the modern definition of
teamwork for Millennials.
The Network Effect
As Millennials, we base our identity on our
primal need to stay socially relevant and
connected. Similar to other generations,
the urge to communicate is central to the
formation of our identities. As such, we
crave the approval of our immediate peer
groups (even if “immediate” includes our
2,000+ Facebook friends).We are also
more likely to adopt trends and habits from
peers in order to sidestep our generation’s
greatest phobia-- the fear of missing out.
The Fear Of Missing Out:
anxiety created by the
perception of being
uninformed, irrelevant
and out-of-date.
How do young adults learn about the
“cool new thing” in technnology?
7

PHD Creative Collective I The University of GeorgiaCHELSEA FRANKLIN & STEPHANIE WRIGHT
Hot Technologies
Innovation Influencers
Technology blogs,YouTube channels and
distinguished tweeters serve as funnels
through which the newest knowledge
on digital developments is filtered for
Millennials. These sources serve as trusted
“experts” whose messages and updates
are retweeted, reblogged, shared and
disseminated to the masses. Individuals who
subscribe to these technological advisors
have an interest outside of their motivation
to connect with friends. Many of those
we talked to who avidly seek out of new
technological knowledge are majors or
minors in mass communication, technology,
or new media fields. If an innovation receives
positive feedback from the majority of the
contributors in social media, these digital
enthusiasts then share their discoveries
with their friends and families who are less
technologically savvy. It is through this chain
of events that software and technology
recommendations pass in order for the
technology to be accepted for use by the
general public.
Simplicity is the Key
Millennials respond to brands that
emphasize simplicity, productivity, and
customizability in the construction of their
electronics. This is one reason that Apple
products are widely used by Millennials. In
our online survey of University of Georgia
students, 75% of respondents cited the
iPhone as their smartphone of choice due
to it’s ability for updates to be seamlessly
integrated into all of their devices.
8

CHELSEA FRANKLIN & STEPHANIE WRIGHT PHD Creative Collective I The University of Georgia
Insights
Socialgraphics
A primary motivation for us to adopt
new technologies is to remain in contact
with our social network. Consequently,
our personal preferences are sometimes
secondary to the preferences of those
with whom we associate. This herd
mentality is a major determinant of
whether or not a technology is considered
“cool” in the eyes of Millennials.
This mindset is so ingrained into
Millennials that one female in our focus
groups explained that she bought a
smartphone because her friends used it.
“I purchased my first
smartphone out of peer
pressure and the desire
to be ‘with it.’”
According to a report by
NewMediaTrendwatch.com in 2012,
the class of consumers who use mobile
technology cannot be defined by
traditional demographics such age, gender,
income or race. Instead, it is defined
by its members’ shared behaviors or
socialgraphics. Understanding the common
behavioral traits that unite Millennials
makes its members easy to recognize and
underscores the influence this group has
on the way we communicate, consume
and shop.
Grabbing and keeping the attention
of the Millennial consumer has never
been more difficult. Navigating between
multiple devices and technology platforms
throughout the day is the norm for us.
However, there are certain requirements
that have to met in order for Millennials
to consider adding an electronic device or
a new application into their daily routine.
If advertisers want us to use it, it must be
easy to navigate and useful.
Female: “I only have so
much time at my
disposal and technology
has to be simple in
order for me to even
consider starting to
use it.”
Hot Technologies 9

Question:
How do consumers decide what
makes something “blow up”?
Keeping up with the latest technology is
no longer a pastime for nerds, but instead,
a prerequisite to facilitate everyday
conversation. The phrase “keeping up
with the Joneses,” is no longer about
the neighborhood gossip that your new
C-class car will generate, but how many
“mentions,” “likes,” or “comments” you can
earn across your social media platforms.
From Instagramming yesterday’s brunch to
contributing to the content of our favorite
TV show, Millennials are cultural curators
who specialize in digital communication--
and it’s all based on our need to socialize.
“Popularity” has been replaced by
“trendability,” and whether or not your
contribution strikes a relevant chord among
users worldwide.
But what drives this inherent need for
validation from our peers? The desire and
ability to feel linked to our fellow Millennials
is how we’re wired and modern technology
has facilitated that need by breaking down
the physical barriers of communication
experienced by older generations.
Those who discover the key to creating
content that goes viral have the power to
engage Millennials. So what makes something
go viral? We agree with what Kevin Allocca,
YouTube’s Trends Manager, said about the
three elements that contribute to videos
going viral: tastemakers, communities of
participation and unexpectedness.
Tastemakers
These are people who are digitally “trusted”,
those whose opinions carry weight and
whose preferences are quickly adopted
by others.With social media applications,
tastemakers are the first people to set up
accounts and the first to convince their
friends to do the same.We are aware of
these tastemakers, and often look to them
for our next step in the world of technology.
Sometimes, these people are celebrities, and
their outright endorsements or their general
use lead us to act similarly.
Once these initial Tastemakers establish a
presence, we join in, creating a community of
similar interest.Tastemakers introduce us to
new and interesting things, form an opinion
about them and then introduce them to
a larger audience. Tastemakers influence
the social media networks we use, but also
the information we pass on to each other.
Looking at our followers, friends and who
we follow can be telling when it comes to
finding out who the tastemakers are in our
social networks.
Hot Technologies10

Communities
of Participation
We don’t just enjoy entertainment, we
participate in it. Our need to be heard is
a direct result of our urge to engage with
people who have similar interests. With
social media, and online videos, we have the
opportunity to be validated, and to openly
and visually gain the approval of our peers.
We like content that we can adapt and make
our own. Sites such as Instagram, YouTube,
and Twitter allow us to seek out and choose
the groups we want to be associated with,
and to share with the people whose opinions
we value. We now feel some ownership of
content that is produced in our own pop
culture.
We now feel some
ownership of content that
is produced in our own
pop culture.
Hot Technologies 11

Unexpectedness
In order to develop the stickiness
factor in the minds of Millennials, digital
communications have to break out of
the pattern of the established norm.This
can be done by creating communications
that combine surprising elements with
humor to generate a unique form of
entertainment that cannot be found in
any message or video that came
before it.
A recent example of a video that
successfully went viral was the Harlem
ShakeYouTube video which, according to
Youtube, was first posted by The Sunny
Coast Skate on February 2, 2013. It
spawned communities of participation,
many of which became even more
popular than the original.
For example, on February 11th, the
University of Georgia men’s swim team
posted a version that achieved more
than18 million hits in the first week. It
benefited from all three of the elements
mentioned above.Viewing for this video
really took off after its initial appearance
on theToday Show on February 13th.
Following its exhibition to the masses on
a popular television show (a tastemaker),
it has received nationwide attention from
countless blogs and news sources.The
unexpectedness delivered by this video
was the the unexpected twist of filming
the video underwater. Several other
college swim teams posted their own
versions of the video.
The idea, in theory, was a simple one.
But the unconventional execution
was something that had never been
attempted by previous curators and as
a result became incorporated into pop-
culture. Within four weeks of being
posted, the UGA swim team Harlem
Shake video achieved more than 32
million hits onYoutube.
Hot Technologies
12

The Age of the Feed
One of the most common initiators of
conversations in the vernacular of Millennials
is “Did you see what so-and-so posted on
their Timeline/Twitter/Instagram?” We feel
an internal validation when the posts we
publish to our social media accounts receive
feedback in the form of comments,“likes”
and retweets. As a result, micro-celebrities
emerge and are lauded for their oversharing
by allowing complete strangers to become a
captive audience to their lives.We become
their following, tossing our thumbs up, red
hearts and stars as if we were patting them
on the back in real life.
Female: “I don’t fall asleep
without checking my Twitter,
getting on Facebook,
looking at Instagram, going
back to Twitter to check to
make sure that I didn’t miss
anything important.”
Advertisers who push out new content that
can be consumed by Millennials via social
media (through their celebrity spokespeople
or these micro-celebrities) are more likely
to be considered relevant and current. If an
advertiser has an ad before a video that is
going viral, it will be more likely to be seen
by Millennials.
Insights
Hot Technologies 13

Question:
What types of relationships do Millennials
have with a Laptop vs. Tablet vs. Smartphone?
The Millennial generation’s exposure to advancements in technology and communication
have created our fluency with technology and fueled our desire to communicate.
Three technological devices have been adopted by our generation and serve as facilitators
of consumption and communication for Millennials. They are the laptop, the tablet and
the smartphone. Although their uses overlap in many ways, we tend to have a unique
relationship with each.
Hot Technologies14

Laptop
Our Baby
Millennials’ laptops are generally the
technological hub that stores all of our
precious digital information. From our credit
card numbers to our photographed memories,
all of the data that we have to our name
can be found inside this portable 13” to 17”
device. As a result, our laptop is invaluable, so
it needs to kept safe and sound. If our laptop
is stolen or a virus infiltrates our firewalls,
we are at risk of having our financial and
personal security jeopardized. Consequently,
we treat our laptops as our pseudo-children.
Whenever it’s acting strange, we check for
viruses so we can alleviate the problem.
When it’s broken, we take it to a specialist
to figure out what’s wrong. We cradle it in
protective layers to make sure it doesn’t get
dented or scratched. Sometimes we dress it
up with stickers to show the world it belongs
to us.We feed it power to make sure that it
will stay alive.
Additionally, the software that we choose
to download onto our laptops transforms a
mass-produced product into an extension
of ourselves by allowing us to pursue our
passions.The Millennial’s laptop is a toolbox
equipped with the applications that can
transform our raw creativity into the building
blocks of productivity through which we can
measure their achievements. From scattered
notes to term papers, shaky mobile videos to
viral phenomena, and disorganized business
plans to successful startups, the laptop’s
host of applications paired with its ease-of-
mobility, equip the on-the-go Millennial with
resources to accomplish tasks that were once
only possible under the fluorescent buzz
of an office cubicle.Therefore, we treasure
our laptops not only because of their fiscal
value, but also because of how essential their
capabilities are to fulfilling our dreams.
Hot Technologies 15

Retail Catalog
Millennials often prefer to shop online.
With all of our personal financial
information stored on one device, the laptop
serves as conduit through which Millennials
can access the world of Internet commerce.
Past purchases are saved and stored so
that online retailers can customize their
product suggestions to our preferences.
Everything from age, geography, life stage and
social profiles play a part in offering a more
relevant and valuable shopping experience.
Having access to limitless information
through the Internet allows us to instantly
compare prices to find the best deal and
comb through reviews posted by other
customers to see if that product is worth
purchasing. Favorite online retailers can be
bookmarked for future transactions.The
larger screen and higher quality resolution
of our laptops permits us to examine the
features of the product in detail.The full
keyboard allows consumers to easily enter
billing and shipping information without
having to worry about the consequences of
a potential slip of clumsy thumbs.
Hot Technologies16

Tablet
A Luxury
The emergence of tablet computers has
provided a new device format for users
to enjoy access to a wide variety of digital
experiences and information. However,
with the abundance of devices that are
available, most Millennials still perceive
owning a tablet to be more of a luxury than
a necessity.The high-price point of tablets
provides an economic barrier to the majority
of Millennials who are living paycheck to
paycheck and are trying to pay off their
student loans. Furthermore, our research
found that tablets are perceived by our
generation as a glorified iPhone in that they
offer the same features as a smartphone,
but with a larger screen. According to a
June 2012 study by Google reported by
newmediatrendwatch.com, about 37% of
tablet owners are between the ages of 18-34.
As of March 2012, approximately 19% of 18-
34 year olds reported owning a tablet.This
number is expected to continue to increase
in 2013.
The Entertainer
So, what is the cause of this device’s
popularity? According to a research
paper by Google in October 2012 titled
“Understanding Tablet Use:A Multi-
Method Exploration” tablets are being used
primarily to enhance recreation and leisure
experiences and have become the new
center for living room entertainment.The
most popular activity to do with a tablet was
reported to be watching TV with more than
60% of respondents reporting using their
tablet for this. Respondents told Google that
they were using their tablets to enhance their
TV experience “by extending that activity
through, for example, looking up related
information about the program that they
were watching.” However, the researchers
also found that many of the participants just
used TV as background noise while checking
their email and doing other things completely
unrelated to watching TV.This trend in tablet
usage is supported by a report released
by Flurry Analytics in October 2012 that
provided details about how tablets are mainly
being used during the evening and prime-time
cable hours.
Hot Technologies 17

Smartphone
Our Buddy
The ability to communicate instantly with
people regardless of our location is a luxury
that Millennials have come to expect.A
direct line of communication to individuals
was available to everyone who owned a
mobile phone since their mass distribution
to the public in 1995 when Millennials were
between the ages of about 3 and 14 years
old. Consequently, the evolution of the device
to allow for Millennials to connect with
one another at all times was embraced and
incorporated into the fabric of the modern
relationship.Whether or not you owned
a mobile phone became instrumental in
determining with whom you communicated
on a daily or hourly basis. Through our
research, Millennials told us that the primary
motivator for them to acquire a smartphone
was whether or not their friends had one.
Owning a smartphone fulfills our inherent
need for connection and diffuses our fear of
missing out by allowing us to communicate
through a variety of channels instantaneously.
The Fifth Limb
During the past 10 years, the mobile phone’s
functionality has evolved from a simple
communication tool to an appendage that
Millennials say they can’t live without. For
many people in GenerationY, the last thing
we do before we go to bed is check our
smartphones and it’s often the first thing we
reach for in the morning when we wake up.
According to Mashable (2012), two out of
five Millennials said “they would feel anxious,
like a part of me is missing” if they couldn’t
use their smartphone to stay connected.
It is part of us. As a result, checking our
smartphone throughout the day has become
a reflex and that has turned a device into an
extension of the human body.
We use it for information, commerce
and shopping, entertainment and social
networking. By allowing for the integration
of countless applications onto one single
device, the mobile phone has incorporated
the functions of radios, newspapers, digital
cameras and computers.
Hot Technologies18

Insights
Technology is
Both Enabling
and Debilitating
Technology doesn’t define the Millennial
generation but instead it reflects their
values. Our generation lives with the luxury
of having a library’s worth of knowledge at
our fingertips with a single search and has
an expectation to be able to access that
information on-demand. Social networks
break down barriers that allow you to friend
or follow someone from any race, creed,
religion, culture, or nationality anywhere in
the world. In this way, Internet access is a
great equalizer. It gives us the opportunity to
communicate with a wide variety of people
and exchange information.There is no city
that cannot be conquered with the power
of GoogleMaps. Primal needs such as hunger,
shelter and clothing can be sought out
through various software applications.
However, the power to transcend time and
space does not come without repercussions.
These days, Millennials are mere steps away
from literally plugging their brains into a
modem.
On a typical day, GenerationY can be found
connected to screens for the majority of their
waking hours. Emails, voicemails, updates and
text messages pop up on our smartphones
around the clock, forcing us to remain alert
to check the latest post or notification.
Even when human interaction does take
place, people sit around tables checking
their calendars on their phones and texting
people who aren’t there when there are lulls
in conversations. Such behavior is no longer
considered rude, it’s expected. Consequently,
people have to make the conscious effort
to unplug from this hyper-connected world
and go “off-the-grid.” We no longer have the
option to devote our entire attention to the
people who we are with and completely enjoy
living in the moment.
Hot Technologies 19

Considering Millennials are already
suffering from an over-saturation of media,
brands need to recognize the underlying
purpose of a new media technology
before they fund the construction
of an application or create a social
media platform account.Without an
understanding the functionality that each
technology provides and appropriating
a unique company value into the design
of the application it will not be seen as
necessary amongst consumers.
Male: “Sometimes I
have to force myself to
take a break from my
smartphone. The amount
of notifications and
messages I receive every
day is exhausting and it’s
a chore to keep up with
them.”
Female: “I seriously think I
suffer from technology
fatigue. There are times
when I can’t decide
whether or not technology
is a burden or a blessing.”
Hot Technologies20
&

Context, content
& devices
How does the context and content of an
advertisement affect how young adults perceive it?
How do young adults perceive infomercials
and direct-response?
What types of advertising make Millennials look at
brands in a more favorable light and vice versa?

Rebecca Hoerner
PHD Creative Collective I The University of GeorgiaRebecca Hoerner
I am an antsy military brat. My dad’s job
required our family to move every two to
three years, so I ended up attending nine
different schools before college. Moving
around so much gave me the ability to adapt
to change quickly. I was forced to either make
friends quickly or to not have friends at all.
This adaptability has provided me with friends
all around the country and a desire to travel.
These experiences influenced not only my
outlook on life, but also the development of
my media usage habits.
Although Facebook has lost some of its luster
for me and many other Millennials, I still find it
the most useful social media platform. It is the
most present in my life because it allows me
to stay in contact with my friends from around
the world. Instagram has quickly become a
favorite of mine for artistic glimpses into the
lives of my dispersed friends. My media usage
mainly revolves around staying up to speed
with my project groups at UGA and staying
in touch with my friends. I use Facebook
messenger to keep in contact with friends
who live outside of Georgia.The collaboration
between Facebook and Skype for video chat
make it possible for me to talk to friends and
family in the same social space.
As with other Millennials, I sometimes have
a preference as to which device I use for
specific applications and for techniques
advertisers use to gain my attention on these
devices. For example, if I were to see any ads
on Facebook, I’d find them more intrusive on
my phone where they would take up most
of my screen display. In a world of endless
technology changes, advertising messages are
not enough as advertisers have to consider
the platforms they use as they navigate the
emerging social norms on new media.
22

Question:
How does the context and content of an
advertisement affect how young adults perceive it?
Context, content & devces 23
Millennials are connected 24/7, making us
lean, mean, filtering machines.We were
born into media clutter and because of this
connectedness, we are constantly inundated
with advertising and information (useful
or not). Millennials have grown up with
30-second television spots, infomercials, and
ads with lots of movement, sound and color.
We get bored easily and we are hungry for
entertainment.
Millennials are used to having entertainment
on demand.YouTube and online streaming
channels are replacing traditional television
viewing for many of us. According to Google
(B2W, 2011), an averageYouTube viewer
spends 164 minutes online every day; in
contrast, consumers spend just 130 minutes
per day watching traditional television.
Yes, most Millennials watchYouTube videos
on their computers, but that is changing.
More and more of us us watchYouTube on
our mobile phones while we’re on the go.
TheYouTube app is one of the most popular
applications of the iPhone.With the increasing
popularity of game consoles and other synced
wifi to television devices, we Millennials are
also watchingYouTube in our living rooms
using television screens.

Insights
Context, content & devces24
Due to our on-the-go nature, Millennials
use various digital devices for different
circumstances. Millennials appreciate it
when advertisers make content that is
relevant to the medium on which it is being
consumed, whether that be smartphone,
tablet, or computer.
If advertisers have an ad that requires more
attention, we Millennials are more likely to
engage and connect with the brand if we
see it advertised on a bigger screen like a
tablet or a computer.We Millennials are
more receptive to adopting new products
if they are recommended by a trusted site
that takes into account our prior product
tastes and styles.And, because we are
more likely to be visiting shopping sites
on our computers, advertisers may find
that Millennials may be more receptive
to their recommendations based on past
purchases when Millennials are using their
computers. It is likely that advertisers will
be able to reach Millennials effectively on
our smartphones without alienating us
if they are providing us with useful local
information (e.g., store, hotel or restaurant
information) in some sort of opt-in format.
E-Commerce
Reigns Supreme
As mentioned earlier, our generation enjoys
exploring retail sites using our computers.
We found that when other Millennials
are online and are taken outside of a
specific shop or website, they are more
willing to look at options from another
brand or product due to similar style or a
recommendation provided. For example, a
Millennial may have never made a purchase
from Target.com, but if he or she loves a
product on Pinterest and later realizes
it is from Target.com, that Millennial may
be more open to purchasing the product,
despite previous impressions of the brand
or store.Though advertisements may
seem intrusive in other situations, some
Millennials we talked to were open to
messages that were relevant to their needs
or allowed them to interact with the
brand. For example, some ads that seemed
appealing were ones that were suggested
after Millennials made an online purchase.
Female: “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.”

Interaction
is Embraced
As mentioned earlier, many of the Millennials
we spoke to do not have a tablet yet because
they see it as having similar features as a
smartphone only with a larger screen. Since
tablets are primarily being used to enhance
recreational and leisure experiences and
are becoming a new center for living room
entertainment, Millennials might be more
receptive to infomercials and product
demonstrations on tablets to be used in the
living room or as a supplement to television.
For tablets, Millennials want to see ads
optimized for the device. Ads woven into
shows are perceived as annoying by most
Millennials, but unlike television equipped with
features like DVR, ads for tablets can’t be
skipped easily and are seen as a tiny hurdle to
get to a favorite show (Mediapost.com, 2012).
Respond to the Pull
We Millennials are less receptive to
advertisements on our mobile device because
we consider it a part of ourselves and see
advertisements as personally invasive. We use
our mobile phones to seek out content, not
have it pushed at us. With search capabilities
in our pockets and available at all times,
we Millennials are seeking out our own
information and are more cautious about
brands reaching out to us on our phones.
Male: “When I’m traveling,
I would be lost without my
iPhone. Google Maps is my
Bible and I always read reviews
of restaurants on Urbanspoon
so I know that I will be getting
my money’s worth.”

Question:
How do young adults perceive
infomercials and direct-response?
In 2009, an executive at a top advertising
agency said,“People are most attracted to
infomercials and as-seen-on-TV products
because people get to see the products in
use and that reduces the risk associated
with any purchase decision” (ABC News).
While this may be true for other age groups,
many Millennials are seeking out product
demonstrations in other media. Millennials
are going online and searching for user-
generated product reviews and how-to videos
viaYouTube and Pinterest because these
channels feature peers and others sharing
things of interest.We perceive these sources
as more trustworthy and are therefore more
receptive to messages from them.
The Legacy of
Billy Mays
Infomercials tend to carry a negative
stigma among Millennials. Our focus
group respondents told us that the word
“infomercial” has a negative connotation.
They admitted that they immediately tune out
and frown upon brands that use infomercials.
When we asked Millennials what came to
mind when they thought of infomercials,
Millennials typically responded:“Billy Mays,”
“dumb,” “annoying,” and “dull.”
In a sea of television spots and sometimes bad
creative, infomercials do not stand out as cool
or attractive to Millennials.
Millennials indicated that infomercials are not
an effective way to reach them--they tune out
and label infomercials as “clutter.” In the two
minutes it takes to sit through an infomercial,
we can easily be more entertained by
our mobile phones and tune in to our
social media newsfeeds. Of the Millennials
interviewed, no one had a truly positive
experience with an infomercial and the “old-
school” approach was not seen as admirable.
The combination of the types of products and
the style associated with infomercials makes
them unappealing and annoying for Millennials.
They do not understand why brands use
them and often look at them as comical and
search for spoofs online.
Female: “I think the way
that they advertise is just so
obnoxious, so that there’s not a
way for you NOT to remember
an infomercial product because
you know they’re always like
‘BILLY MAYS HERE!’”

When we asked other Millennials what tone
they associated with infomercials and direct
response advertising, they said “forceful
tone,” “cheap” and “overzealous.” They
associate this type of advertising with hair
removal products, kitchen/kitchen utensils,
cleaning products, personal products,
household products, kids’ toys, and random
collectors’ items.They see the “As Seen on
TV” label and think things are often sold
for $19.95. As established, this type of
advertising is not particularly relevant to
Millennials. Infomercials were memorable
in Millennials’ minds, but sometimes for
humor and absurdity. When asked what they
associated infomercials with, one Millennial
male said,“I think of 3:00 in the morning
when there isn’t anything good on,” while
another male said,“I think of length of time...
just pounding you over the head with the
same thing and using the same pictures five
times.”
The Power of Celebrity
Millennials told us they have never ordered a
product from an 1-800 number after seeing
an ad on television. Yet all could recall an
infomercial they liked. Most respondents
particularly recalled an infomercial for a
product which is known for using celebrity
endorsements.
Millennials said they liked the aspect
of familiarity associated with celebrity
endorsements. Even though they might
know the wow factor is at play, consumers
still like the celebrity and essentially would
like to be more like him or her. Also, when
the celebrity is a person close to our age,
Millennials more receptive to the message
of the infomercial because the person
being shown is more relevant to them as a
consumer.
For example, they felt that Proactiv acne
medicine made effective use of age-relevant
celebrity endorsers in their direct response
appeals.

Context, content & devces
1-800-Cheap Product
Learning About Products Through User-Generated Content
28
Millennials lose respect for brands that
use infomercial advertising, despite brand
prestige. Millennials say they would like to
believe infomercials, but there is a long-
standing perception that infomercials are
for lower-end products, not well-established
brands due to the poor production
value. The level of skepticism associated
with infomercials diminishes any chance of
trustworthiness for brands advertising using
infomercials.
When asked to fill in a conversation about
Apple using an infomercial, Millennials were
surprised to think that Apple would
advertise with an infomercial.
The products they associate with
informercials are identified as being
unnecessary or sketchy.
Female:“The ‘As Seen on
TV’ tag doesn’t make me
want something more, it
makes me think that it’s
worse. “
Research by Bazaarvoice (Video-Commerce,
2012) found that strangers have the most
influence with Millennials when it comes to
making a purchase. Over half of Millennials
more likely influenced by User Generated
Content (UGC) produced and posted by
strangers, compared with recommendations
from friends, family and colleagues.
A study from comScore (Video-Commerce,
2012) found Millennial purchase intent shot
up 26% with the presence of UGC video,
which is 3x the impact compared to other
groups.The intersection of UGC with video
is especially powerful because it removes
the anonymity and skepticism associated
with written reviews and gives a much
more honest view into other users’ product
experiences.
By embracing the abilities and voices of
your most passionate consumers rather
than trying to maintain complete control
of the voice of your brands, advertisers are
endorsing the most powerful asset a business
can have as a brand advocate. Although
not all of the content that is generated will
be positive, it allows advertisers to react,
reciprocate and respond to the potential
problems Millennials may identify as
consumers.

Context, content & devces
Insights
29
Millennials are interested in user-generated content and product reviews and useYoutube as a
venue to search “how-to” videos and product demonstrations on their own. Millennials expect
advertisers to create interesting, entertaining and useful video demonstrations online so they
can access them on an as-needed basis. Millennials want to see how brands’ products are being
used in cool and new ways. Advertisers will find that Millennials are most receptive to product
demonstrations if they are tasteful, if they use a relevant celebrity or if they are given an
incentive for paying attention. Millennials are also receptive to honest content such as brand-
sponsored, how-to videos and User Generated Content such as product reviews because it
gives the impression that the company is not trying to hide anything from their customers and
is actively trying to engage in a conversation with its audience.
Male: “I use YouTube to learn
something new and I feel like
I learn something about a
product that I wouldn’t know
unless I watched that video
about it.”
Female: “I would be more
likely to watch a product
demonstration if it were on
YouTube or online.”

Question:
What types of advertising make Millennials
look at a brand in a more favorable light
and vice versa?
Millennials appreciate when advertisers
place advertising messages in places that
appear to be organic because it allows
for young adults to interpret a brand, as
opposed to having advertisers yelling at
them and telling them what to think.
As a result, Millennials are receptive
to advertising content that is placed in
contextually relevant media because it is
already mixed in with something that they
like. Also, encouraging engagement with
your brand by inviting your consumers
to participate in conversations with your
company makes the brand seem as though
it relates to Millennials’ needs and desires.
For a well-distinguished brand like Apple,
Millennials said they love seeing content
produced for them by Apple and are hungry
for the next product to be released.
Female: “I would be
more likely to watch a
product demonstration
or further investigate a
product if it had reviews on
YouTube...I’ve gone online
and watched Slap-Chop
infomercials and weird stuff
but not on TV.”

The Ever Presence of
Digital
What are Millennials’ perceptions of digital screens?
How effective is a
digital billboard vs. a standard billboard?
Do digital elements affect Millennials’ perceptions
of a brand?

Lucas Holt
Growing up in small-town Georgia, my
hard-working parents taught me some basic
rules for life: be home by dark if you’re
playing in the woods; a hard-earned dollar is
the only type of dollar; and watching TV for
too long will cause something called “brain
rot.” But there were many things that my
Baby Boomer parents weren’t equipped to
pass on. I’m a Bulldog-educated advertising
aficionado who stumbled into love with the
industry after realizing that no other field
would have as much appreciation for my
eclectic collection of skills. Waiting tables
and picking up freelance work to put myself
through school have certainly added value to
my academic education.
Between part-time jobs, school, and
internships, I’ve come to rely on digital media
to keep me connected to my peers and the
world. I’m a Millennial of the MySpace era.
To us,“social” and “digital” are the same.
While earlier generations relied on face-
to-face interactions to learn the basics of
social life, we Millennials were the first to be
introduced to this social hybrid of digital and
real-life.“Cyber” became tangible because
it mattered; from early on, we learned how
we branded ourselves online could impact
our real lives. So much of the development
of our individual identity has had a digital
influence.
32

PHD Creative Collective I The University of GeorgiaLucas Holt
Question:
How effective is a digital billboard
vs. a standard billboard?
We asked Millennials in our focus groups
what they thought about billboards.
“Distracting,” “annoying,” “irrelevant,” and
“junky” were common responses. But
looking further into how a billboard’s
environment can impact the way it’s
perceived, we saw that traditional out-of-
home channels are still an effective method
of reaching younger markets. Billboards
help to facilitate a awareness of community
specific activities, such as arrivals of new
businesses and upcoming concerts or other
recreational events.
Out-of-Home
Meets Viral
In Dancing with Digital Natives, Michael
Russell tells how Millennials are using social
media to engage with and respond to
billboards. He tells the story of a Millennial
blogger who wrote an article protesting
what he viewed as a controversial billboard.
His post helped spread the message to
viewers that who were not in the potential
audience geographically. More importantly,
the digital format facilitated conversation
and shareability.
Russell says,“The billboard got his attention.
It made him think. It also motivated him
to talk about the issue, and he spread the
word to others about it, as he showed the
billboard in his blog. Digital natives may
know how to use technology and expect
companies to deliver messages via these
technologies, but they’re not immune to
effective traditional advertising.”
To promote Canadian recording artist
Drake’s new single earlier this year, a
massive billboard outside of Toronto read-
-“Started from the Bottom.” While simple,
this communication piece carried meaningful
symbolism for avid Drake fans.The billboard
location alone carried significance. By placing
it in Toronto (Drake’s hometown), he was
not only conveying a sense of Toronto pride
and appreciation for his loyal, Canadian
fans, he was simultaneously reminding them
that every rise to greatness, including his,
“started from the bottom.” Subsequently,
the hashtag “#SFTB” gained popularity on
Twitter and Instagram. The single continues
to gain in popularity and has recently moved
up to the #6 position atop the Billboard 100.
The ever-presence of digital advertising 33

Insights
Male: “I love it because it’s
interesting and provides a
little entertainment when
I’m driving. But I hate it,
because I’m afraid that I’m
going to get in a wreck if I
focus on it long enough to
really finish reading
the message.”
Multiple Ads On
One Billboard
Through our research we learned that
while Millennials are naturally attracted to
rotating/multiple-ad billboards, they voiced
frustration at being unable to give these ads
their full attention or being unable to finish
reading them before the next ad appears.
Some Millennials even noted concerns
for safety when trying to drive and pay
attention to roadside displays.
But regardless of these frustrations,
Millennials generally view them as en-route
entertainment and are not interested in
spending more time reading or engaging
with billboards when given more time.
We prefer displays that have multiple
advertisements featuring the same brand
over seeing different ads cycling through
for various companies.Young consumers
are highly responsive to billboards that
communicate the message quickly and
with very few words; pictures are certainly
preferred, especially when using vivid digital
displays.
The ever-presence of digital advertising34

For Gen-Ys, crowdsourcing is the primary
mode of gathering information. Pairing
timeliness and relevance is what gives value
and meaning to content for Millennials.As
Puneet Mehta explained in a 2013 MediaPost.
com article, knowing if it’s going to rain is
only relevant if you’re going to be in it.To
Millennials, good digital ads are helpful and
subtly effective. One Millennial commented:
Male: “I see ads so much I
feel like I’m just beat over
the heads with ads.”
Consider the implications of a digital billboard
positioned above a car dealership that
displays it’s competitive advantages (such
price and selection) clearly enough to be
seen by shoppers at the dealership across
the street. When an ad provides information
about the “here” and “now,” it gives incentive
to Millennial consumers and moves the
brand’s message from peripheral clutter to
the focus of our attention.The information
provided may only be relevant for a small
window of time, but the positive association
Millennials have with your brand will leave a
stronger, lasting impression.
Male: “It just makes sense
Digital ads can
be updated often...
that could be put to use.”
Relevance
&
Timeliness

Question:
What are Millennials’ perceptions of digital screens?
With electronic screens being installed
everywhere from retail locations to
universities and gas pumps to restaurants,
are these brands being perceived as
technologically savvy or are they just adding
noise to the chaos?
According to an article from iMediaPost.com,
“Millennials are more likely than other groups
to choose retailers based on how fun they
are, and they truly expect a consumer-centric
shopping experience -- one tailored to their
most pressing wants and needs” (2012).

Insights
Being immersed in technology from early on, Millennials are wary consumers of digital media.
Digital flashiness can successfully attract younger consumers. In fact, many Millennials we
interviewed spoke very positively of “digital” in-store shopping experiences, but Millennials
ultimately respond more to technologies that clearly show how they help to streamline an
in-store process and offer incentives. We expect technology to have a function first and then
a neat design.
Male: “It adds a twist. To
me, it’s an advantage over
places that don’t have that
sort of vibe. Ultimately, I
think natural curiosity plays
a big role in just wanting to
check out places that are
different.”
Female: “I feel like a lot
of the screens in retail
locations are just clutter.”

Creating a
Digital Community
Digital advertisements within concerts,
sporting-events, and other live-audience
functions are perceived positively by
Millennials. Digital ads in arenas are not only
remembered, they’re expected--they play a
major part in creating positive experiences
that resonate powerfully among young
consumers. For example, One male focus
group participant told us how he always
craves a Coke when he’s at Braves games in
Atlanta due to Coca-Cola ads in Turner Field,
despite the fact that he doesn’t normally
drink soda.
Another female Millennial said it’s her
tradition to always go to Subway after college
football games because of their in-stadium
promotion is constantly playing to remind
her to get her favorite sandwich after the
final touchdown is scored.
Female: “When I’m waiting
on something to start,
digital ads in a concert
venue or sports arena can
be very entertaining”
Male: “The In-Flight Trivia
game on Delta flights
creates a really neat
social dynamic. Flying
has kind of an awkward
feel to it but being able to
indirectly engage with other
passengers created a weird
‘community’ feel for those
of us who were playing. It
was optional, entertaining,
and social. Perfect.”

Question:
Do digital elements affect Millennials’
perceptions of a brand?
The ever-presence of digital advertising
From personalized promotions to using smart
phones to interact with digital advertisements,
Millennial habits drive the force of change
when it comes to tech development and
adoption. Time-starved, always-moving,
young consumers demand that promotions
seamlessly fit into their lives and are not
interested in forming relationships with
brands that offer no up-front consumer
incentive. Millennials are very aware of
marketers’ data tracking abilities and hold
privacy in high esteem.We’re skeptical of
unfamiliar companies using our data to solicit
unwarranted personalized promotions, but are
open to suggestions from “trusted” companies
with which we have had previous interactions.
In order to get this thrifty generation’s
attention, always state the consumer
incentive clearly. Techno-savvy Millennials are
resourceful in obtaining information about
a product or company with a quick Google
search. As such, QR codes are seen to offer
very little consumer-incentive as they typically
redirect to company-sponsored webpages.
The power that digitally-driven advertisements
hold has never been greater.While digital
is the dialect of the Digital Native, the
marketers’ level of fluency determines the
impact of the message received.
39

The ever-presence of digital advertising
Insights
40
The power that digitally-driven advertisements
hold has never been greater. While digital is
the dialect of the Digital Native, marketers’
level of fluency with digital media determines
the impact of the message received.
Being marinated in technology from early
on, Millennials are wary consumers of digital
media. Digital flashiness can successfully attract
younger consumers. In fact, many Millennials
we interviewed spoke very positively of
“digital” in-store shopping experiences, but
these media must provide us with a benefit.
Millennials ultimately respond more to
location-based digital media that clearly show
how they help to streamline our in-store
process, offer us an incentive, or provide
helpful information.We expect technology to
have a function first and then a neat design.
QR Codes
Millennials are not flocking to QR codes. In
fact, many of our focus group participants
were not even sure what a QR code was.
Female: “What’s the point?
So I can read more about the
ad later? There’s no pull.”
Personalized Promotions
What do young consumers think when brands
that try to reach out on a more personal
level? Where do Millennials draw-the-line
between a helpful and personal and invasively
creepy? Our research suggests that Millennials
don’t have a uniform opinion on this.
Female: “I don’t want to
walk by a store and have
a digital display show me
things I might like. That’s
creepy. But give me 15% off
a shirt I might like and it’s
totally different.”

Multi-media Viewing
of TV Content
How do you engage with video entertainment?
What devices do you use?
Are the TV/Cable Networks still
important to you?
What types of behaviors occur during
multi-screen viewing?

Joann Anderson
I’m a 26-year-old Millennial. Social media
helped set the course for my graduate
studies and career.A few years ago, I began
blogging about my personal style and
photography at SidewalkChic.com.
I’ve been blogging in some format since high
school, but niche blogging was new to me,
and I really liked the “daily style” blogging
community.Through this medium, I met
other bloggers from around the world who
shared similar interests, and we connected
through different social media platforms —
our blogs, Facebook,Twitter, Pinterest, just
to name a few.
Through my personal style blog,
I also made connections with different
brands, helping promote their products
in reviews and giveaways to my 1,500
subscribers. After coming to graduate
school for a master’s degree in advertising, I
started a new blog about film and television
called Film Rascal.
This jump to blogging about media was
an easy transition, as television has had a
deep, personal impact on me. It taught my
Filipino mother how to speak English when
my family moved back to the United States
after years abroad.
And, for this former military brat, television
was a way for me to connect to my peers
as I moved around the country. I may not
have known the coolest fads, but I could talk
about what happened on Friends or Buffy, the
Vampire Slayer the night before, thanks to
the tiny my 10-inch Zenith television.
My relationship with television has changed
as technology has improved I stay current
with online discussion boards for my
favorite shows so I can blog about them and
I stay connected with other fans.
And, while I’ve retired that blocky Zenith
television, my screen size has become
smaller and portable as I watch episodes
on my laptop, iPod and more recently, my
phone. I’m not alone in this evolution.
42

PHD Creative Collective I The University of GeorgiaJoann Anderson
Question:
We still watch traditional television, but marketers can reach Millennials through online video.
We are twice as likely as previous generations to watch video clips, and our generation
feels that TV content should be available whenever and wherever we want to watch, which
includes finding and downloading content online (Marketing Forecast, 2012). In addition,
it’s harder to break through to our generation with advertisements.“Ad breakthrough via
television advertising for Millennials was substantially lower than for older generations,”
according to a 2012 ComScore study.
How do you engage with video entertainment?
Multi-media viewing of tv content 43

InsightsOn-Demand Command
We Millennials prefer to watch shows after
the original air time and online because of
convenience and the ability to skip through
commercials. As one Millennial female said
from a focus group discussion:“I almost never
watch them during original air time. I record
it, and watch it afterward. I don’t like the
commercials.”
The appeal of controlling how to watch also
extended in the ability to binge-watch content
as well.Another focus group Millennial female
said,“I like being able to watch it when it
comes on during the week, and then watch a
bunch of previous episodes.”
The opportunity to watch shows online gives
us more freedom to watch what we want.
This means discovering shows and being able
to watch as much of it as we can.“I like to
marathon, but if I really like a show, like ‘[The]
Walking Dead,’ I don’t want to miss out,” said
one Millennial male.“Sometimes marathons
are better because you can notice things and I
can remember it.”
If we do watch televisions during the original
broadcast, it is for social situations when many
in our peer group will be watching as well, or
if the show is deemed “can’t miss” television.
As one Millennial female said,“There are
certain exceptions – I like watching ‘Walking
Dead’ when it airs, because if I don’t, there will
be so many spoilers on Facebook, I just get
really annoyed.”
Connect Through Context
Millennials want to prioritize their television-
watching, spending more time watching actual
show content and less time on watching
commercials.
Advertisers can find opportunities to add
more original sponsored content, becoming
more aggressive in areas like product
placement, or partnering with popular shows
that their target consumers show an interest.
This allows advertisers to pursue partnerships
that seem like a natural fit between the brand
and a television show, without interrupting the
show with commercials.
In addition, we Millennials become fatigued
from online ads, especially if the ads are
repetitive. If advertisers have a presence
on an online video site, such as Hulu Plus,
they should make commercials contextually
relevant to the shows they segment.
For example, an ad could include show
characters interacting in a parallel narrative
to the show, or reference events that just
happened in an episode.Though this will
require extra effort, such as screening
network episodes before they occur, it
offers an opportunity for advertisers to be
innovative and relevant to television content.
Multi-media viewing of tv content44

Millennials are more likely than previous
generations to be tech-savvy and use
different gadgets to access their television
use, such as a laptop, smartphone or other
gadgets for video viewing.We’re less likely
to watch traditional television and the “first
screen” is less central to our demographic. It
might be because of economic necessity and
lifestyle choices.
Lower TV viewing may be because the 18-24
demographic is more “out-and-about” than
older generations, especially during prime
time (Nielsen, 2010). The convenience of
having everything on one screen is a big
draw, and plays into multitasking for our
generation. Millennials who prefer to use a
computer for video and television content
claim convenience, portability, and the ability
to easily multitask are big reasons to use the
device (YPulse, 2012).
Question:
What devices do you use?
Does this vary by situation?

Insights
Consumption by
Convenience
In our focus groups, indepth interviews and
survey results, we found that device use
varies by age and life situation. For example,
older Millennials who were out of school
were more likely to not own a television.
Younger Millennials were more likely to
have a television and to watch television as
a social situation with roommates. However,
almost all participants said they use a
computer to watch their shows, citing its
appeal as a convenient, mobile device.
Building off a “buddy vs. baby” relationship
with devices, participants mentioned the
convenience and intimacy of being able to
cradle their laptops to watch television,
offering a more personalized experience
with video-watching.“I can just hold it,” one
female Millennial said in a focus group.“I
don’t have a TV in my room, so the laptop is
my TV.The screen is bigger.You can use
headphones. I share a room, It’s hard to
watch with roommates.” On using a laptop,
one female Millennial respondent said,“It’s
just mobile, you know? I can just sit in bed
and watch my shows. It’s convenient.”
Very few Millennial respondents said they
used their phones or tablets to watch
shows, often because of the small screen size
or cost.Tablets were rare among Millennials,
and those who said they had one were often
gifted it. On using a tablet, one Millennial
female said:“I don’t use it that often. If I
don’t have my laptop around, or if it’s like if
I’m sitting on the couch and don’t have my
computer out. I use my laptop more often
than that.”
Another Millennial male said of his phone
use,“If they did more on iPhones, I would
use it more for TV. I know there’s Netflix,
but it’s such a small screen. Besides, if my
laptop is closer, I’ll just use that.”
Matching the
Message to The Media
Advertisers should understand, Millennials
may not be early adopters of devices, and
may in fact be scaling back on certain devices
because of economic and lifestyle factors.
Advertisers should understand what context
in which to reach Millennials and tailor their
message strategies toward that.

Question:
Are the TV/Cable Networks still important to you?
Viewing TV content is up, but less of it
is watched live, as traditional network
primetime television has aged over the past
five years, gaining 50+ viewers and losing
adults 18-34 (Media Post, 2012).Young adults
record their primetime programs, with half
skipping commercials entirely in playback.
Millennials access favorite shows online or
through a DVR, bypassing ads and network
programming (Millennial Marketing, 2010).
Millennials do watch a lot of television
and certain habits -- such as watching an
entire season in a day just isn’t provided by
networks and things like Hulu cannot provide
because of low ad rates.
There is also a sentiment of not
wanting to pay for content, and this is not
limited to Millennials anymore, as we find
more options (illegal downloading) to bypass
having to pay for content.A 2010 global
Nielsen survey found unwillingness to pay
for online content, although half (47%) said
they would accept more advertising to avoid
paying (Millennial Marketing, 2010).
However, some networks can be a draw.
“TV networks, particularly those aimed at
GenYers, are trying hard not to go through
the same digital piracy mess that the music
industry went through.
They’re finally embracing streaming services.
In the final months of 2011, we’ve seen The
CW, Disney, and ABC Family partner with
Netflix, Hulu, and Amazon to offer their
content to subscribers, with little, if any, delay
following the show’s original airing” (YPulse
3, 2011).
Paying for Participation
Millennials crave active participation from
shows they enjoy (YPulse 2, 2012), as fans are
growing up at a time when they can watch
shows in real time with stars and share their
thoughts and make topics trend on social
media.ABC Family has done an especially
good job with this, using Millennial generation
stars to engage with fans. Some networks
are trying to pick up on this. For example,
MTV feels they have lost younger viewers
for clinging to Generation X for longer than
they should.They found that GenY was likely
to watch some of the same programming
as their parents, as opposed to previous
generations which were considered more
rebellious.This kind of thinking has promoted
social media and redeveloping competition-
style programming into reality TV concepts
(NY Times, 2010).

I cut Because...
The Millennial respondents in our focus groups
and online survey mentioned the ease of using
different video sites, as Netflix and Hulu were
mentioned the most. Other sites mentioned
include HBO Go, PirateBay, 1Channel.ch,
Project Free TV, Itunes.A few participants
mentioned using these sites “a few times
a week” to “every day.” Some sites were
considered better than others.
One focus group Millennial female preferred
using Netflix over most sites because “there
are no commercials, it has everything, and the
quality is better, and streams faster. Hulu is
so choppy.” And if video sites didn’t offer the
specific content? “I’ll find shows illegally if I
can’t find them anywhere else,” one Millennial
female said.
Commitment Issues
Young, working professionals were less likely
to have cable, citing its high costs, and the
plethora of other entertainment options.
Because of these other options, older
Millennials may be more comfortable with
cutting the cord.The access to websites
and services that can stream their favorite
televison show on-demand and on their own
time was preferred. In our online survey, one
older Millennial female said: “I don’t have
cable — it costs a lot to subscribe.”
Because of these thrifty, cost-cutting moves
as we get older and find other options for
entertainment, advertisers should find ways
to sponsor content that appeals to us. For
example, if a cable subscription or video site
offered earlier seasons of beloved television
shows, advertisers could use this opportunity
to reach an unreached audience by tailoring
messages that were mentioned in those
previous episodes in the newly released
content.
Multi-media viewing of tv content
Insights
48

I keep because...
Having a cable subscription varied among
Millennials.The most common themes
suggested that participants were more likely
to have cable if:
1. They were in college
2. Had roommates who could help
split the cost
3. The cable was bundled into their
home utility package
Subscription
Security-Blanket
Male Millennials said they were likely to
purchase a cable subscription if they did not
already own one -- cable seemed to be a
security blanket to those who had always
owned it.“It came with my lease, but I feel like
I’d still buy it because it’s cable. It’d be weird.
I wouldn’t know how to live without it,” said
a Millennial male.Another Millennial male
who did not have cable said he watched all of
his shows online, but cited its drawbacks.“If
I had TiVo, I would get cable. I watch online,
and it does stink because for live things, like
the Super Bowl, you have to go to someone’s
house.”
Additionally, some female Millennials cited a
social pressure to have it:
“I feel like I can honestly
do without cable, but my
roommates like it, and I
like the comfort of being
able to turn it on and just
flip through channels and
not really care, just watch
whatever’s on.”
We won’t completely cut cable from our lives
and advertisers should understand that cable
may no longer be an option if we choose to
not bundle our services.
But we may continue to pay for cable if we
think it’s quality. Despite differences in cable
usage, some networks and shows are a huge
draw to Millennials. Popular ones that were
mentioned across focus groups include HBO’s
Game ofThrones,AMC’s TheWalking Dead, as
well as certain genres, such as serial dramas
and comedies. Character development and
a connection to the plot was a common
reason to keep coming back to these shows.
“I like you can talk about the characters as if
you know them,” a Millennial female said in a
focus group.“It makes you want to know what
happens to them.”

Question:
What types of behaviors occur during
multi-screen viewing?
Having it all on one screen is especially appealing for Millennials, and this changes our
multitasking. Laptop manufacturers have offered bigger screen options so users can split
their time between work and play. And smartphones are offering Pop Up Play to allow us to
do other things without interrupting video. This integration and seamless play is important
(YPulse, 2012). For our generation, the second screen is often the same as the first, as more
opt to not own a television, as the simplicity to multitask without multiple
devices is appealing.

Entertainment
Through Engagement
We feel a constant pull to talk about our
shows online and with friends, as television
has become more applicable to talk about
on social media. As one Millennial female
said,“A lot of my friends are watching
and constantly talking about The Bachelor
online, you almost don’t have to watch
the show because there will be people
talking about it online.” Other focus group
participants mentioned following their
shows on social media, including Facebook
and Twitter.The reasons include wanting
to know the show schedule, and finding
extra related content. Social media was
also a great way to reconnect with shows
that already ended their run. As one
Millennial male said about following Seinfeld
and Friends on Facebook,“I like seeing
screenshots of past episodes with funny
little quotes. It’s kind of fun to be reminded
of some of the better moments.”
Distraction by Devices
However, social media and technology
can often be distracting elements during
television-viewing, especially if peers are
watching too.
“I’ll be texting during the show if I know
someone else is watching, I’ll talk about
it, not even during the commercials but
during the show,” said one Millennial
male. Sometimes, the act of watching on
a television set can be distracting too, as
it offers time for multitasking, said our
Millennial participants.
One Millennial male said:
“Well, 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 watching
on my laptop, I’m pretty
focused.”
Despite these distractions, we Millennials
will make quality content priority, and
try to sift through the media landscape
searching for the right shows.“I think the
problem with TV nowadays is that it’s so
polluted and just straight-up garbage....
it’s entertaining but it’s garbage,” said
one Millennial male, stating that he trusts
recommendations from his friends on
what to watch. Others cited social media,
such as their Twitter feed, or subscription
recommendations, such as TiVo, as ways to
find new content.
Insights

Adapt Advertisements for
the Electronic Experience
Advertisers should understand that we get
distracted when we watch our favorite shows,
and it is difficult for us to maintain attention
to one stimulus. Advertisers should find
ways to engage us while we watch.This could
mean partnering with television shows to
discuss content related to the episodes on
social media or companion apps, or offering
incentives to Millennials to engage with shows
on social media, such as the ability to unlock
exclusive online content that can supplement
a show as it airs.Though some college-age
Millennials may not create their own video
content, advertisers can still take advantage
of their interest in other video viewing by
offering advertising content that is relevant
and easy to share.
What makes our generation
most distinct from others is
the use of technology: our
gadgets and how our video
use revolves around them.
We Millennials are twice as likely to watch
online video clips, and feel content should be
available to us when and where we want it.
Though there was a difference in how college
students and older Millennials engaged with
cable, our generation is more likely to have
cable or DVR for social reasons.
The ability to skip through commercials is the
norm, as it is all about instant gratification,
settling for quick choices, and lacking patience.
For second screens, Millennials are more
likely to use laptops over smartphones and
tablets because of small screen sizes and
price. More viewing on the web, and more
multitasking during watching, have become
important.Advertisers should find ways
to engage viewers with messages that are
contextually relevant to television show
content, such as aggressive product placement.
In addition, advertisers should explore
sponsoring companion apps with supplemental
information about shows that are appealing to
their target consumers.

Facebook
Is the relationship with this platform changing as it
continues to evolve?
Is it still always open on a tab in your browser and on
your phone or are you spending more or less time?
Is it as cool as it once was?
Is there a different form of social media that is
taking its place?

I am a Facebook-loving,Twitter-following,
jobsearching, LinkedIn junkie who enjoys
playing my guitar as I learn through online
lessons courtesy of GroupOn. In my spare
time, I watch my favorite show, TheVampire
Diaries, on The CW website or HULU.
During the day, I check my phone at least
five times every few minutes to keep up
with my emails and planner. I usually check
Instagram during class changes to catch up on
my friends’ new posts! I’m a Millennial who
easilly qualifies as a technology-dependent,
digitally connected, mobile addict. Long gone
are my handwritten to-do lists and paper
scheduler--these days, I even keep my grocery
list on my phone! I never listen to radio
anymore. Instead, I tune into the playlists
on my phone or stream music through the
Spotify mobile app. My smartphone is my
go-to for nearly everything I need to get
me through the day. It’s incredible how
interwoven my life has become with digital
devices. My smartphone has undoubtedly
become an extention of my identity.
I’ve moved several times lived in three
different continents, so Facebook is one of
the primary ways in which I keep up with
my friends and family who live all around the
world. It’s definitely a more affordable option
of keeping in touch over buying calling cards
or stacking up long-distance phone bills.
As a busy college student, Facebook is almost
a necessity. I’m always logging on to promote
events on campus, organize study groups,
kill time playing games, or catching up with
friends. Even though I do spend a good deal
of time on it, I hate the negative connotation
with term “Facebook addict.”
Christabel Belonwu
PHD Creative Collective I The University of GeorgiaChristabel Belonwu
54

Question:
Is the relationship with this platform
changing as it continues to evolve? If so, how?
The Facebook platform has changed
dramatically from when it was established
in 2004 and so has the way it is used
by Millennials. Facebook walls were
transformed into timelines,“likes” were
added onto comments and Facebook chat
appeared on the right side of the screen.
These changes over the past nine years
made it possible for us to integrate the
social media platform into our lives and have
changed the way we communicate, parent,
study, teach, listen to music and even plan
weddings (Mashable, 2012).
What it means to be “social” on Facebook
has evolved from posting pictures of our
feet in the sand during vacations and what
we had for lunch, to interacting with a
company’s page, creating fan pages for
movements you’re in which we are involved
and being able to hold a group conversation
without having that conversation available
for everyone to see. Facebook is a part
of our social media existence and it has
morphed into a platform through which
we organize and share our lives. However,
because all of these applications and
functions have been incorporated into
the Facebook experience, logging onto
Facebook feels like a social obligation to
many of us.
Facebook 55

Facebook
As Facebook continues to try and harness
the advertising potential of a medium that
reaches over a billion pairs of eyeballs through
organizing and distributing information that
is posted by its users, a backlash is forming
among Millennials. This aversion is created, in
part, because of the number of branded posts
that now appear on our newsfeed. The social
media platform that we once used to share a
collection of our moments and memories with
our friends no longer feels very private.
Facebook is not new for us anymore.
However, as we grow older and our schedules
become more hectic, the amount of time we
spend procuring content on our timelines is
diminished.We still use it to remain connected
touch with our friends and family and to keep
up with what kinds of activities are available to
us in our immediate vicinity such as concerts,
volunteer programs and philanthropic events.
Female: “It’s not all about
how Facebook is changing
but also how I’m changing
too.”
Female: “I rarely post
anything, unlike high
school.”
56

Question:
Is it still always open on a tab in your browser
and on your phone or are you spending more or
less time? Is it as cool as it once was?
Some of us are suffering from Facebook
fatigue. According to Business Insider article
from 2012, Millennials say that Facebook isn’t
as cool as it was and they are abandoning
it in droves. More than 40% of Facebook
users ages 18-29 say that the time they
spend on Facebook on a typical day has
decreased over the last year (Pew Internet,
2013). Some Millennials indicated that they
were or have taken a break from Facebook.
This may mean that they avoid using it for
a while or that they actually take their page
down temporarily.When we do take a break
from using Facebook we receive phone calls
from our parents asking us “Why haven’t you
posted on Facebook in a while?”
Our friends send text messages pressing us
to “like” their picture or status update so
that they can feel more popular. Facebook
has made an impact in our lives and it is hard
to exclude it entirely, even if we don’t use it
as often.
This trend seems to be continuing.
According to a recent Pew Internet study
(2013), 38% of Facebook users ages 18-29
expect to spend less time using the site in
2013, Although most Millennials still use
the social media platform, there is still some
dissatisfaction with the medium.
Facebook account information is integrated
into so many third-party applications that
correspond with the interests of Millennials
that it would be difficult to get rid of it.
Everything from personalized music playlists
from Spotify to your favorite food recipes
from Pinterest can be shared with all of your
friends. As a result, Facebook has become
the channel to the digital world.
Facebook 57

Facebook
Many of us have shifted from using
Facebook on our computers to accessing
it via our mobile phones. So, the browser
may not be always opened, but it is still
bookmarked.When questioned our focus
group participants about the applications
they use on their smartphones on a daily
basis, Facebook was always mentioned.
This is because of Facebook’s ability to
connect us to what is happening in our
local environment. Events can be logged,
messages can be read and photos can be
posted. Facebook is seen as the social
media platform where you have access to
all of your social circles at all times. From
college organizations to high school friends
to distant family relatives, having access
to all of their status updates, pictures and
events allows for us to “lurk” or “stalk”
what is occurring in our network.
Male: “I have put so
much work into it, I can
never let it go.”
Male: “I only use
Facebook to keep up
with my friends from
back home and the
activities on campus.”
58
&

Question:
Is there a different form of social media
that is taking its place? What is it?
Overall,Twitter is now ranked fourth among all social networking sites in total active users,
with Google+ securing a surprising second place (Mediabistro, 2013).The Fortune Global 100
companies also conducted a report showing the health check of various social media platforms
and this report indicated that Twitter is the major driver of online conversation, which has
made the medium explode as a platform approaching 700% growth. On the other hand,
Instagram is also making its way to the top as it is fast growing. Only established in 2010, and as
of January 2013 that it had 90 million monthly active users. Facebook, which owns Instagram,
revealed in September that the photo-sharing service had passed 100 million registered users
(Mashable, 2013).
Facebook 59

She Said...
The female respondents in our focus
groups preferred other sites over Facebook
and ranked them in the following order of
importance:
1. Instagram
2. Twitter
3. Pinterest
Females told us that the reason for this
preference for Instagram and Twitter was
because these sites are quicker to access
and they are less cluttered with irrelevant
information.Twitter and Instagram don’t
have side ads or unnecessary things that
bombard their homepages.Twitter’s
newsfeed is easy to understand, all we have
to do is tweet our thoughts and retweet
if we like what is being said. Instagram is
all about pictures and allows for us to
visually share what we like, what we’re
doing and who we’re doing it with in a
single post. Pinterest allows us to create
boards through which we can share visual
representations of what we hope the future
will hold with our friends.
He Said...
The male respondents preferred other sites
over Facebook such as:
1. Twitter
2. Instagram
In our focus groups, male respondents
indicated that Twitter is far more
interesting than Facebook because all one
has to do is Tweet and Retweet to be
connected to the athletes, celebrities and
bands they idolize. Furthermore, they find
Twitter to be more informative because
they can keep up with the latest happenings
with their favorite sports teams and news
because their feed can be tailored to their
preferences and location. Instagram was
cited as having less clutter and the ability
to seamlessly “unfollow” people when they
start “oversharing.” There is a high standard
for the Instagrammable shot, and if your
pictures aren’t tugging on the little red
heartstrings of your friends,
then what’s the point?
Facebook60

Both the male and female participants from
the focus groups indicated that they were
more interested in Facebook when it first
came out because it was exclusive to college
students. One of the male respondents said that
“Facebook keeps trying to do everything, if they
could stick to one specialty, then I will be more
interested; for example, their group feature.”
He explained that other platforms specialize in
one function: Instagram with pictures,Twitter
with thoughts/comments. However, Facebook
incorporates so much functions Millennials
don’t want to be bothered to keep up with
them.This causes Millennials to lose interest, as
their voice is overwhelmed by the noise data
that occurs on Facebook.
Female: “Everyone has a
Facebook, even my friend’s
dog.”
Male: “There are no rules
holding back and you learn
too much about someone.”
Female: “I have defriended
someone because they
shared too much information
on Facebook.”
He & She Said...
Facebook 61

One thing that is clear about Millennials: our
relationship with Facebook has changed. Both
the males and females indicated that they
were more interested in Facebook when
it first came out because it was exclusive
to college students. Now, many say that
their moms and grandmothers are also on
Facebook. Is it still “cool”?
Certainly it is not as cool as it once was.
We still use Facebook and do appreciate it
when a feature is added that makes our lives
easier or more fun. We don’t mind receiving
ads from relevant products. However, we
don’t appreciate it when Mark Zuckerberg
decides that we need a date with ads from a
dating website or diapers for a child we don’t
have.
One of the male respondents said that
“Facebook keeps trying to do everything, if
they could stick to one specialty, then I will
be more interested; for example: their group
feature.” He explained that other platforms
specialize in one function: Instagram with
pictures,Twitter with thoughts/comments.
However, Facebook incorporates so many
functions that Millennials don’t want to be
bothered to keep up with them.
This causes Millennials to lose interest.
Facebook
Insights
62

As the research and insights indicated,
Millennials are moving away from Facebook
and into Twitter and Instagram.We like
platforms that are picture-oriented, easy to
use and promote conversations.We want
to feel like advertisers genuinely have an
interest in us by providing an outlet through
which we are given the chance to participate
in the latest trends.We don’t like the
Facebook ads because it makes us feel like
we are always advertised to, but if you would
have the time to create a page with cool
pictures then that can grab our attention.
Millennials love incentives.We want to know
that we are getting something out of it like
a coupon, backstage pass or FREE STUFF!
Because of how personalized Facebook has
become, advertisements that are pushed at
us on the sidebar that correspond with our
search terms are viewed as being “creepy.”
Also, the over-saturation of media Millennials
have on a daily basis means that we don’t
want to feel like we are always advertised
to during a time that we perceive as private
time. Millennials reach out to brands on
Facebook only after an established interest
has been made either through a sales
promotion or an event announcement.
The key is to get our attention and we will
do the rest by sharing the information with
a simple click of the “share” button. If a
Millennial is given the possibilty to engage
with a company that goes beyond “liking”
a brand’s page, they will be more likely to
spend time with the organizations that
are investing their energy into initiating an
interaction with them.
Facebook 63

Staying Relevant
For Results
Millennials appreciate it when advertisers
follow cultural trends, find out what are we
listening to or what the latest viral video is
and use it to capture our attention.
We also like to be entertained. Advertisers
who launch fun games, contests or trivia
questions on Twitter and Instagram are
generally viewed positively. It is important
to include a hashtag feature to get us
interested by guaranteeing incentives and
being able to track the conversations that
are happening on a single thread.
Since many of us are visually-oriented,
creating better pictorial presentations of
brands by posting pictures of new products
available during sales or sharing employee
profiles so that the brand will become
humanized is key. Many Millennials are
searching for specialized content.We enjoy
“behind-the-scenes” details and will respond
to companies that provide opportunities for
engagement.
Facebook64

Storytelling
Do young adults want to have relationships with brands?
What channels do Millennials desire to be reached by?
What makes people identify with a brand? How do
advertisers disaggregate the brand from the technology?

Social media is integrated into my life.
However, I don’t post every thought that
comes into my head or share pictures of my
dietary habits or the music I am currently
listening to.... I prefer to stalk people! What
is the new trend coming up? Who is dating
whom? Through social media I have become
a spy, a secret agent who gets to vicariously
live through others without them knowing. I
am an information seeker; I like to know why
people do the things they do. Why is Ashley
so into dogs or why does John Instagram
funny memes all the time instead of original
content?
As a dual major in advertising and psychology,
I find it just as important to track the impact
of a good message as it is to deliver one.
Telling a good story and observing how it
is communicated to the outside world is
what intrugies me. Good stories told by
brands who are trying to build relationships
with consumers. This is my topic, brand
storytelling.
Asia Martin-Ingram
64

In the eyes of the Millennial generation,
developing a positive relationship is a
journey that excites and has rewards for
the participants. But for advertisers, who
are ultimately trying to sell a product or a
service, what really matters is the type of
relationships they forge with their consumers.
Understanding how Millennials associate
themselves with brands and the different
media they use to interact with brands is key.
Millennials are not thirsting for a personal
one-on-one relationship with most brands.
When we asked Millennials in our focus
groups about whether or not they wanted
a relationship with a brand, they reacted to
the term relationship with hesitation. While
advertisers throw this word around when
talking about their brands and engaging
with consumers, for Millennials the word
relationship is associated with human
interactions, not with interactions between
a human and a brand. They told us that they
do form bonds with some products and
sometimes enjoy being associated with certain
brands.They are loyal to a small group of
brands, yet the term relationship seems too
personal. Instead of trying to find another
term that best fits this complex association,
we will stick to using the term relationships.
Female: “I do not think
about the relationship I have
with them {brands} but I do
appreciate that they are giving
me another medium to connect
with their product.”
PHD Creative Collective I The University of GeorgiaASia Martin-Ingram
Question:Do young adults want to have
relationships with brands?
65Storytelling

Millennials are open to connecting with the
brands to which we have an affinity. However,
most young consumers are not extremely
brand loyal.We are frugal, resourceful, and
eager to reach out for second opinions before
making purchase decisions; large and small.
Often, Millennial brand preferences are
formed early on, as in continuing to buy the
brand our parents always did; but we have
no actual emotional tie to the brand. Even
having one memorable, positive experience
associated with a brand will leave a much
stronger impression than years of methodical
purchasing habits would. Although young
consumers aren’t necessarily known for their
avid brand loyalty, social media channels have
trained Millennials to voice and exchange
opinions about brands. or products.
A study conducted on young adults at the
University of Michigan revealed interesting
information about Millennials and “brand
love.” This experience is often associated
with loyalty, strongly-held values, existential
meaning, and a willingness to invest in the
brand (Batra et al. 2012). Because brand love
operates in higher cognition levels, advertisers
should strive to encourage brand love through
less tangible ways, such as: embodying and
promoting a sense of self-identity and creating
positive emotional connections (Batra et al.
2012). Typically there are only between one
to three brands that any one Millennial holds
at this high level of esteem.
Social media provides Millennials with
opportunities to express our brand
preferences and to interact with brands.
We enjoy doing this if the interaction is
entertaining or if it feeds our desire for
personalization and instant gratification.
There are some brands with which we like
to be associated. A company’s brand has to
add value when we engage with it and these
interactions must provide that something
more factor. Sometimes this something more
is humor or entertainment, but sometimes
it can be as simple are a coupon or discount.
These things lower the financial risk we have
to take when purchasing something new.
66 Storytelling

There are some brands which we like to be
associated with. CNN reports,“[Millennials]
just put more time and effort into finding
brands they identify with in terms of voice and
social agenda,” citing that desire for both self-
identity and expansive knowledge of brands
are key features of Millennial consumers
(Grinberg, 2012).
Some of the Millennials we talked to
welcome relationships with brands they
prefer. Dependability and trust, particularly
in company values, were mentioned as key
characteristics of the brands they favored.
What kind of brands are we loyal to? It
varies. For example, in an in-depth interview,
one Millennial male described Steam, an online
video game company, as a company that
embodied “convenience, openness, customer
friendliness and value.” Buying five to ten
games from Steam each year, the respondent
said he perceived the company as very
trustworthy. Another Millennial female said
that trustworthiness was important when she
used Toms of Maine, an organic skin care line,
to help minimize the allergies she experienced
with other products. With Toms, she thought
their low-key approach to advertising made
them dependable:
Female: “I feel like the
company is trustworthy and
unchanged. It’s not like they’re
pushing their brand at you.
It’s not like it jumps off the shelf
at you.”
67Storytelling

If there ever is an issue with a brand’s
products or services, our generation is
comfortable with contacting customer service.
“Once a problem has occurred, how they
react and treat the problem is very important
to decide whether I keep using the brand
or not,” wrote one Millennial female in our
online survey. Customer service is extremely
important to us, and in a more technological
world, we prefer assistance through online
chat on a website or social platform.
One Millennial male explained his frustration
in dealing with a computer support company
on the phone.“You talk to a robot for like 10
minutes,” he said in a focus group response.
Through social media, we feel we can make
our complaints heard, and that the brand
will be publically and socially responsible in
responding to our concerns.“ If you want
them [brands] to listen you’ll do it on social
media,” said one Millennial male in a focus
group response. This helps build relationships.
68 Storytelling

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