Advertising to millennials and the four segments

144 Likes AaronAnthony The training wheels come off! #mylilman #allgrownup #madeforspeed Aaron Anthony 4d FOLLOW STRUGGLING ASPIRATIONALS Green, healthy, and fit. They love good food, and are always on the lookout for bargains and deals. HOW TO REACH THEM: Promotions, limited-time offers and memberships may appeal to this comparatively fiscally challenged group; although branding efforts centered around big-ticket items can pay off long-term. (They’re called “Aspirational” for a reason.) SUCCESSFUL HOMEOWNERS The highest income among millennials and most likely to be homeowners. HOW TO REACH THEM: Video advertising is underutilized here; marketers should align high-impact media with an audience that’s ready to spend. ACTIVE AFFLUENTS Filled with families, including many new parents. Active Affluents are outdoorsy, fit foodies with a love for leisure travel. HOW TO REACH THEM: Advertisers are underspending on mobile to reach this on-the-go audience; savvy marketers can capture attention by dialing up their mobile campaigns. COMFORTABLE TV WATCHERS Whether it's drama, sports or news, this group loves its TV; it is also more likely to vote Republican than Democrat. HOW TO REACH THEM: Consider diving deeper into the data—groups that display strong preferences may reveal unique interests marketers can cater to more specifically. 1 #debate prep underway... devices charged, popcorn popped, wine poured #GOP Audrey Davis @audrey_davis · 5h 1 One day, you will be mine. #fixedgearfixation Mike O’Neill @mike_on_the_bike · 5h 57% 18% 17% 8% turn.com/r/millennials Learn more about your audiences. © 2015 Turn Inc. All rights reserved. Turn and the Turn logo are registered trademarks of Turn Inc. Other trademarks are trademarks of their respective companies. All services are subject to change or discontinuance without notice. This document is research proprietary to Turn and general in nature. It is not meant to be a comprehensive review. Turn makes no guarantee about the accuracy or completeness of the content in this document, and Turn expressly disclaims any responsibility for any errors, omissions, or inaccuracies herein. November 2015 First night in the new place and already loving it! #ourfirsthome, #newdigs, #ourfuturebeginstoday Lupita Fernandes 23 minutes ago · STRUGGLING ASPIRATIONALS COMFORTABLE TV WATCHERS SUCCESSFUL HOMEOWNERS FINANCIAL SERVICES TRAVEL AUTOS FOOD AND CPG ARTS AND ENTERTAINMENT HEALTH ELECTRONICS TELECOM ACTIVE AFFLUENTS INCOME: $$ MILLENNIAL INCOME RANGES $ = $49,999 and under $$ = $50,000 to $99,999 $$$ = $100,000 and up INCOME: $ INCOME: $$$ INCOME: $$ Meet the Marketers. These industries are most actively advertising to millennials. They’re more than a monolithic bloc of 18- to 35-year-olds. Turn data shows there are highly specific audiences, each with its own motivations and opportunities for marketers to connect with them. TOP SPENDING INDUSTRIES Meet the Millennials. 8% 57% 17% 18% TOP SPENDING INDUSTRIES TOP SPENDING INDUSTRIES TOP SPENDING INDUSTRIES $ $ $ ADVERTISERS ARE SPENDING 500% MORE ON MILLENNIALS VS. OTHERS Turn research shows that Here’s how that spend breaks down by channel: ON SOCIAL ON MOBILE AS MUCH ON VIDEO AS MUCH 6x 4.5x ON DISPLAY AS MUCH 4x AS MUCH 4x ADVERTISING TO MILLENNIALS MEET THE 4 GROUPS MARKETERS VALUE MOST

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Transcript of Advertising to millennials and the four segments

Page 1: Advertising to millennials and the four segments

144 Likes

AaronAnthony The training wheels come off! #mylilman #allgrownup #madeforspeed

Aaron Anthony

STRUGGLING ASPIRATIONALSGreen, healthy, and fit. They love good food, and are always on the lookout for bargains and deals.

HOW TO REACH THEM: Promotions, limited-time offers and memberships may appeal to this comparatively fiscally challenged group; although branding efforts centered around big-ticket items can pay off long-term. (They’re called “Aspirational” for a reason.)

SUCCESSFUL HOMEOWNERSThe highest income among millennials and most likely to be homeowners.

HOW TO REACH THEM: Video advertising is underutilized here; marketers should align high-impact media with an audience that’s ready to spend.

ACTIVE AFFLUENTSFilled with families, including many new parents. Active Affluents are outdoorsy, fit foodies with a love for leisure travel.

HOW TO REACH THEM: Advertisers are underspending on mobile to reach this on-the-go audience; savvy marketers can capture attention by dialing up their mobile campaigns.

COMFORTABLE TV WATCHERSWhether it's drama, sports or news, this group loves its TV; it is also more likely to vote Republican than Democrat.

HOW TO REACH THEM: Consider diving deeper into the data—groups that display strong preferences may reveal unique interests marketers can cater to more specifically.

#debate prep underway... devices charged, popcorn popped, wine poured #GOP

Audrey Davis @audrey_davis · 5h

One day, you will be mine. #fixedgearfixationMike O’Neill @mike_on_the_bike · 5h

57%

18%

17%

turn.com/r/millennials

Learn more about your audiences.

© 2015 Turn Inc. All rights reserved. Turn and the Turn logo are registered trademarks of Turn Inc. Other trademarks are trademarks of their respective companies. All services are subject to change or discontinuance without notice. This document is research proprietary to Turn and general in nature. It is not meant to be a comprehensive review. Turn makes no guarantee about the accuracy or completeness of the content in this document, and Turn expressly disclaims any responsibility for any errors, omissions, or inaccuracies herein. November 2015

First night in the new place and already loving it! #ourfirsthome, #newdigs, #ourfuturebeginstoday

Lupita Fernandes23 minutes ago ·

STRUGGLINGASPIRATIONALS

COMFORTABLE TV WATCHERS

SUCCESSFULHOMEOWNERSFINANCIAL

SERVICES

TRAVEL

AUTOS

FOOD AND CPG

ARTS AND ENTERTAINMENT

HEALTH

ELECTRONICS

TELECOM

ACTIVEAFFLUENTS

INCOME: $$

MILLENNIAL INCOME RANGES

$ = $49,999 and under$$ = $50,000 to $99,999$$$ = $100,000 and up

INCOME: $

INCOME: $$$

INCOME: $$

Meet the Marketers.These industries are most actively advertising to millennials.

They’re more than a monolithic bloc of 18- to35-year-olds. Turn data shows there are highly specific audiences, each with its own motivations and opportunities for marketers to connect with them.

TOP SPENDING INDUSTRIES

Meet the Millennials.

57%

17%

18%

TOP SPENDING INDUSTRIES

ADVERTISERS ARE SPENDING 500% MORE ON MILLENNIALS VS. OTHERS

Turn research shows that

Here’s how that spend breaks down by channel:

ON SOCIAL ON MOBILEAS MUCH

ON VIDEOAS MUCH

6x 4.5x