Important piece in BusinessInsider (again!) about what they call, 'Millennial Males'. In effect, that younger, highly lucrative, Males aged 18-24.
They're a crucial demographic because they've high levels of discretionary spend. Which they use on beer, nights out, clothing, drinks, save a bit, perhaps start their first mortgage.....
But according to Nielsen, their TV viewing has slumped, more than any other demographic.
And because of that, Advertisers are switching to digital to reach them by increasing their marketing spends online (from TV) by up to +30%.
Consequently the reach to this demographic, increased by +11% when they did.
So if you try to reach them on TV, as the report says, "you're spending too much on TV" because that's where they're not, more and more.
But I would go further.
Whatever about the numbers in the decline of TV, the level of engagement and potential for click-through action, only exists online. You can talk to them far better through a digital online video than a 30 second TV commercial anyway.
Perhaps I'm bound to say that but I can say that the effectiveness of simply using a TV commercial cut-down is practically....nil.
New BusinessInsider Reports that Digital Video Advertising is growing faster than all other online formats, except mobile.
They predict it will grow at 19% per year compound through to 2016. Traditional online display is growing at circa 3%.
Online video revenue is currently circa 3 billion and that will double to 6 Billion by 2016 and video ads have the highest click-thru of any digital format at circa 2%. So they're more effective because simply, if you watch a 2 minute video, you're more likely to be engaged and want to follow-up.
It generally supports all the other reports and opinions that the Internet is all about video. Viewers like them, publishers like them, advertisers like them and they have the real potential for sharing.
In fact, not having digital video as part of a campaign, is becoming a conspicuous gap. It's almost becoming standard.
They're easy to get done, inexpensive and engaging. Some will make you laugh, some will make you cry but it's an opportunity for storytelling that's missed on a 30 second TV commercial. In fact, it's the freedom of space that every Ad Agency creative has always wanted.
But one thing is for sure....if you haven't got an online video, you've no chance of it being seen.
