Reaching the UnreachablesNovel ways of reaching Millennial Men

Mark Melford Founder, Captive Media

Millennial Males in their natural habitat. Very Hard to Reach

Source 1) Media Matters, 2) MoffettNathanson, Nielsen

Consume 30% less live TV than in 20102. Almost no press.

“continuous partial attention” (OFCOM)

Beginning to actively “trade” their attention

Filter, skip and ignore intrusive content

Exposed to over 600 ads a day

The Mind of Millennial Man

Source 1) Media Matters

Identifies with:Humorous, slapstick or edgy advertisingVideo gaming. 56% play, compared to just 38% use Twitter

Rejects:being ‘broadcast at’

Influenced by:

Word-of-mouth

Point-of-sale - up -to 70% of decisions

Spends:$17billion annually$2,200 /year each in retailmore on entertainment, tech, holidays

Our Sources of Insight: TNS, Google and Ogilvy, Thaler & Sunstein, Captive Media Surveys, Neilsen

“Look everyone! - Oh, never mind”

2017

0.56.76.25.9

12.2

11.4

19.6

37.4

Share of global ad spending by Media:

Source: Advertising Expenditure Forecast from ZenithOptimedia

$545 bn in 2015

0

25

50

75

100

2005

0.46.68.4

13.1

29.1

5.6

36.8

TVInternetMobileNewspaperMagazineRadioOutdoorCinema

2013

0.56.96.97.9

17

20.6

40.2

The TV anomaly. Spend keeps growing…

0

8

16

24

32

40

48

56

64

72

80

2012 2013 2014 2015 2016

73.7770.5968.5466.3564.54

Source: eMarketer

The growth in TV spending US $bn

Source: Neilson

Linear TV Viewership in US

as audience declines

So… On-line and Mobile to the rescue?

The Problem with on-line:

‘Viewability,’ “Display ads are considered viewable if 50% of their pixels are in view for a minimum of one second”

MRC / IAB

‘Bots’

Questionable impact,

Source: Google, TNS and Ogilvy. Six-month survey of 2,458 recent purchasers of auto vehicles, beauty products and smartphones

Consumers’ top 10 influences % citing factor

Word of MouthRetailers and store visits

You Tube - "how to" videosTwitter

Company / brand websitesFacebookPinterest

Newspapers and MagazinesTV and Cinema

Search

0 20 40 60 8051

5656

5961

64

5155

6974

Real World / "IRL" On-line / "URL"

The Problem with on-line:

“Part of it is the industry needs to be better at producing ads that are less annoying”

Larry Page, CEO of Google, when asked about this at Google Shareholder meeting June 2015:

Ad blocking ,

2007

Consumers’ new relationship to mediaConsumers ‘Trade’ their attention

2015

Courtesy: Litaagroup

Another response… More on-line screens in the real world

>> “DOoH” growing faster than paid search

‹#›

Over 70,000 game engagements/week. Significant data capture

Data Capture163,896 games played over 14 days512,480 tomatoes were thrown

Campaign Impact23,351 visitors to Anthony Nolan’s website1,572 donor registrations, and uplift of 74.9%

See more at: http://www.captive-media.co.uk/election/

Captive MediaReaching the Unreachables

www.captive-media.co.uk

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