It could be a boon for manufacturers. If they play their cards right.
There are 75 million millennials in the U.S., and everyone knows advertisers are infatuated with the idea of winning over the biggest buying bloc. But just how much more is being spent on Generation Y than on those who came before them?
It’s about 500 percent more, according to a new analysis from advertising technology firm Turn. According to the Silicon Valley-based company, advertisers spend four times as much on display, four times as much on social, four and a half times as much on mobile and six times as much on video advertising aimed at millennials as they spend on all other age groups combined.
Turn’s analysis also looked at the buying interests and habits of millennials based on income level, political affiliation, lifestyle interests, entertainment interests and homeownership. The image of millennials that emerged is not just one type of buyer, but four distinct groups.
“People keep thinking millennials, millennials, millennials—but there are different types,” Max Knight, Turn’s vp of marketing services, told Adweek. “People keep saying this word, but it can’t just be this big group.”
If you want to reach the all-important mom demographic, you’ve got to play right into their smartphone-holding hands.
As the Babycenter “2015 U.S. Mobile Mom Report” indicates, two out of three moms use mobile “across the entire purchase funnel”—from initial research to final decision. Moms use mobile devices to shop from home, but they also use mobile as an essential shopping tool at brick-and-mortar stores—70 percent of moms consult mobile during in-store shopping to compare prices, read reviews, and search for coupons.
What makes mobile so attractive for moms? For starters, it goes everywhere they go, letting them stay connected to what’s going on no matter what pressures and responsibilities crowd their plates. And the report suggests that this surge in mobile usage is only going to increase as busy moms take advantage of helpful resources like retailer apps and mobile coupons.
Check out Adweek‘s infographic below to learn more about how and why moms are relying so much on mobile marketing.
Google launched YouTube Music Thursday, the music complement to its new video subscription service YouTube Red. The app is available now for iOS and Android.
YouTube Music is all about discovery. If you search for an artist, track or album, the app will surface everything from official music videos to popular covers and remixes to concert videos.
And, like any good music app, you can create playlists, listen to personalized “stations,” and get recommendations in the app’s home tab. YouTube Music is free but paying for a $9.99/month YouTube Red subscription buys you quite a few extra features, like offline listening, the ability to switch between video and audio-only streams and the option to listen to tracks and videos in the background while in other apps. It also gets rid of the ads free users will hear when using the app.
Google is likely hoping YouTube Music will help drive people toward its new YouTube Red subscription service, which launched last month. A YouTube Red subscription also comes with on-demand access to Google Play Music — that’s Google’s other music streaming service — and those who already subscribe to Play Music will be able to use YouTube Music’s premium features.
It’s unclear whether a new service built around music videos, which most people are already used to getting for free, will help YouTube Red gain traction but the app should be a welcome addition to YouTube’s many music-loving users. To help promote the new service, the company is giving new users access to the premium features for free for the first 14 days.
When Instagram advertising became open to everyone in September it was an invitation for brands to repurpose their content for the popular photo-sharing app, which now boasts as many as 400 million active users per month. How should brands capitalize on this? The perfect Instagram ad may be different from the perfect Instagram post.
This infographic from Bannerwatch names the necessary elements of a successful Instagram ad. It encourages brands to look through the goggles of designers and advertisers. Below you can find key questions to ask before you post, and some no-no’s to stay away from.
- Ask yourself: What’s your visual story? Use images that show beautiful, unexpected moments.
- Add a call-to-action button to tell people what to do when they see your ad.
- No poor images or poor copy of course, but more importantly: Don’t mismatch content and copy. Don’t be irrelevant.