Have you ever “binge watched” a TV show? I know I have – as soon as the latest season of House of Cards drops, my wife and I have a date with our Netflix account and a bowl of popcorn for the week. This trend started with the advent of TiVO and DVRs, and now with Netflix, Hulu, and Amazon producing their own shows and releasing them all at once, binge watching is becoming mainstream. Especially for, you guessed it, millennials.
Why is this important to you as a marketer? This article, http://bit.ly/1MlnlSY, extracts some key findings from a recent study done by Deloitte, and there are a couple of important marketing lessons to take away whether television is a part of your media plan or not. (Full article copied below my signature and highlights in yellow).
- Pairing your ads with the right content is more important than ever. Whether you’re advertising during a particular program, running pre-roll ads on YouTube or news sites, or targeting a digital display campaign… the millennials are going to consume this content when they feel like it. Make sure your message is paired appropriately with content aligning with your target audience.
- Conversely, if your target audience skews older than millennials (30+), relying on day of week and time of day is still important in delivering an effective message.
- Multi-tasking during TV viewing is a reality. If your marketing campaigns are not fluid across platforms, such as including a hashtag in your video ad that can be accessed and shared across social media, then you aren’t tapping the full power of media.
Insert appropriate comic here – http://bit.ly/1ICaPRc.