creative collective 2013
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Creative Collective 2013TRANSCRIPT
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Creative CollectivePHD
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group pictures
t h e g r a d y b u n c h
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Understanding Hot-TechnologiesContext, Content & DevicesThe Ever-Presence of DigitalMultimedia Viewing of TV ContentFacebookStorytellingMedia vs. Creative Agencies
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MILLENNIALS &MediaCurateCreateConceive PerpetuateInitiate
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I’m a Millennial and I
my personal montage.[ ]tweet
Canadian-American. Unofficial Massage Therapist. Wannabe Barefoot Contessa.
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I’m a Millennial and I [ ]my personal montage.explore
North Carolinian. Concert-Goer. Football Fanatic.
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technologiesHOTunderstanding
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How do young adults learn about thecool new thing in technology?
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I purchased my first smartphone out of peer pressure and the desire to be ‘with it’.
“”
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The Network Effect
Innovation Influencers
Socialgraphics
Crowdsourcing
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Simplicity Is Key
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How do consumers decide what makes something blow up?
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Communities of ParticipationTastemakers
Unexpectedness
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Tastemakers
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Communities ofParticipation
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Unexpectedness
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The Age of the FeedInternal Validation & The Fear of Missing Out
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What are the types of relationships that Millennials have with their devices ?
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Laptop. Tablet. Smartphone
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LaptopThe Baby & Retail Catalog
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Container of Precious InformationToolbox of Applications
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Product Recommendations Portal to the World of Internet Commerce
Bang for Your Buck
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TabletA Luxury & The Entertainer
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Center for Living Room EntertainmentGlorified iPhone
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SmartphoneThe Buddy & The Fifth Limb
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Fabric for the Modern RelationshipDetermination for Communication
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Necessity for Life All-Encompassing Device
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Enabling & DisablingTechnology Reflects Our ValuesOver-SaturationInterrupted Human Interaction
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I’m a Millennial and I
my personal montage.[ ]pin
Military Brat. Animal Lover. Beer Connoisseur.
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ContentContext Devices&
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How does the context and content of an ad affect how young adults perceive it ?
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On-Demand
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prior product tastesMore receptive to new products if found on sites that are based on previous preferences.
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“”More receptive to new products if recommended.
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.
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How do Millennials perceive infomercials and direct response?
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“ ”Millennials are skeptical of infomercials. They lower our opinion about the brand.
I don’t really pay attention because I don’t believe any of it anyway.
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Guilty Pleasure Entertainment1-800-CheapProduct
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What types of ads make Millennials look at brands in a favorable light?
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Similar StrangersThe Power of Celebrity
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I’m a Millennial and I [ ]my personal montage.filterThor Doppleganger. #mrhashtag. Wood Worker.
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ver presenceDigitalof
E
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How effective is a digital billboard vs. a standard billboard?
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Digital ads can be updated often... that could be put to use.“ ”Ads with relevant information can leave lasting impression.
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#sftb
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What are Millennials’ perceptions of digital screens?
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I feel like a lot of the screens in retail locations are just clutter. “ ”Millennials don’t like clutter. Eliminate the noise.
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Streamline Retail ProcessOffer Incentives & Helpful InformationThe Creation of a Digital Community
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Do digital elements affect Millennials’ perceptions of a brand?
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The Creep FactorOpt-In to the Network
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I’m a Millennial and I [ ]my personal montage.blog
Fashion Blogger. Half-Filipino. Game Of Thrones Junkie.
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television video &content
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How do we engage with video entertainment?
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“”
I like to marathon, but if I really like a show, like “The Walking Dead” I don’t want to miss out.
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on-demand commandengage through relevancy
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What devices do Millennials use to watch TV?
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“ ” I can just hold it. I don’t have a TV in my room so my laptop is my TV.
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laptop is kingcomfort in scaling back
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Are cable & TV networks still important to us?
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It came with my lease, but I feel like I’d still buy it because it’s cable... I wouldn’t know how to live without it.
“”
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I’ll find shows illegally if I can’t find them anywhere else. “ ”
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What types of behavior occur during multi-screen viewing?
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“”Partnering with social media and offering exclusive content.
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 on my laptop, I’m pretty focused.
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reactions to distractionattention with apps
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chal lenges: time, interest & creativityContent Watchers > Content Makers
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I’m a Millennial and I [ ]my personal montage.update
World-traveler. Future Food Critic. Sleep-lover.
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acebookf
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Is our relationship with Facebook changing as it continues to evolve?
Text
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“ ”We still use Facebook, but not in the same way.
It’s not all about how Facebook is changing, but how I’m changing too.
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Is Facebook still always open in a browser on our computer or phone? Is it as cool as it once was?
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“”Facebook is not as cool as it used to be.
I’m not as interested in it as I used to be... 3 or 4 years ago it would have been my homepage.
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Who are those that are using it less or perhaps not at all?
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“ ”Millennials are moving away from Facebook.
I have push notifications for my close friends, but if not, I don’t care. I try to avoid it most of the time.
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Is there a different form of social media that is taking it’s place?
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he said
she said
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New Facebook
AGAIN
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I’m a Millennial and I my personal montage.[ ]sync
Music Lover. Purple Lover. Snapshot Lover.
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Storytelling
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Do young adults want to have a relationship with brands? Do these relationships exist?
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I don’t think about the relationship I have with them, but I do appreciate that they are giving me another way to connect with their product.
“”
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Relationships:People Not Brands
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Understanding how we use different social media is key to understand how to engage with us on those media.
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If you want them [brands] to listen, you’ll do it on social media“ ”
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Show us.Don’t tell us.
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Which channels do Millennials desire to be reached by?
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When brands have their own Facebook page it doesn’t feel like advertising.
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Personal InterestLeads to Likes
Like Doesn’t Equal Purchase
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What makes people identify with a brand?
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“ ” Clean, classy, not overly flashy and down to earth. They just get me.
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Millennials are unique individuals who want to be included in the collective community.
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How do advertisers disaggregate the brand from the technology?
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Technology makes it possible to participate in your brand’s story.
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MediavsCreative
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How are Advertising agency structures perceived by future Ad professionals?
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Narrow View of Media AgencyCreative Equals CreationDefined by Medium
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We are Millennials and we
our personal montage.[ ]pinupdate tweet blog filter syncexplore
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Questions?