1. The Millennials are coming
to power. Now what?

2. © 2013 IPG Media Lab. Proprietary & Confidential
Agenda
•Introduction
•Overview
•What they understand that your brand doesn’t
•Who they are (and aren’t)
•Trends to capitalize on
•How to connect and engage
•The future, for now
2

3. IPG Media Lab
An Introduction

4. © 2013 IPG Media Lab. Proprietary & Confidential
For ten years we have been listening,
learning; and sharing with
•Technology partners
•Brands and agencies
•Media owners
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5. © 2013 IPG Media Lab. Proprietary & Confidential
We live at the hub of opportunity
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6. © 2013 IPG Media Lab. Proprietary & Confidential
We innovate and create audience based
solutions, by making media
• Innovation
• Research
• Creative
• Thought Leadership
and addressing media owner
challenges around:
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7. © 2013 IPG Media Lab. Proprietary & Confidential
New advertising
formats
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Technology
consulting

8. © 2013 IPG Media Lab. Proprietary & Confidential
Lab workshops
Next-gen research
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9. Technology has revolutionized the media
experience…
Source: MAGNA GLOBAL estimates based on syndicated and public sources
9

10. …and how we measure it
Attention
Where are consumers focusing their
attention?
Excitement
Do consumers show physical signs of
excitement? And when do they take place?
Emotion
Are consumers enjoying what they see?
10

11. Overview of
Millennials

12. So, why is it so hard to reach them?
A failure to communicate,
based on what Millennials
want as digital natives and
how they find information
and accomplish tasks
A true “personal problem” for
brands and marketers in not
focusing on the core
behaviors and beliefs of the
audience
12

13. They don’t
trust
you…
According to
Nielsen’s latest
Global Trust in
Advertising report,
which surveyed
more than 28,000
Internet
respondents in 56
countries
• of consumers say they trust earned
media, such as recommendations from
friends and family, above all other forms
of advertising.
92%
• of global consumers surveyed online
indicate they trust messages from
online consumer reviews, an increase of
15% in four years.
70%
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14. …or anyone else for that matter
14

15. The way that
Millennials do
things confuses
us…
…hopefully the
following
information will
help set the
stage better for
all of us
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21. Date
What they
understand that
your brand
doesn’t

22. 22
They understand true value exchange
Business Customers
Value Exchange

23. Value as access
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24. Value as time & information
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25. They know the Internet of Things by nature
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26. Their life is more important than your brand
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27. Who they are
(and aren’t)

28. They are mostly digital natives
Generation Y
(Millennials) 1980-2000
The oldest were 4 when Apple
released the Macintosh
personal computer
From Statista,-source: ITU Oct, 18, 2013
28

29. They
aren’t
lazy
They
want to
do it all
29
workingsslf .com– Rebecca Fraser Thill

30. They are diverse
Image: smoorenburg (Flickr)

31. They aren’t fickle, just choosy
2013 Badgeville “Rise of the Millennials

32. They are voracious media consumers,
spending more than 18 hours a day with
some form of content

33. They aren’t wealthy
• Dubbed the “renter generation”, only 37% of those under 34 are
home owners
• Nearly two-thirds of 25-to-34 year olds say they get
help from family to make ends meet
Sources: US Census, American Institute of CPAS, The Ad Council, Pew Research Center, Fidelity Investments, Experian
• Their average student loan debt is $35,200, the highest
ever

34. They are
socially
active and
want
brands to
participate
with them
2013 Badgeville “Rise of the Millennials

35. Trends to
capitalize on

36. 3
6
Devices are getting smarter, talking to
each other and creating new ecosystems

37. 3
7
Don’t worry we
are not here yet
though 

38. Most of
consumption
and creation
is mobile
That makes
opt-in data
essential to
gather
insights
38
• of Millennials
access the Internet
from their phone
75% +
• of Millennials
spend time on
mobile devices
sending and
receiving
messages
90%
Pew Research 2013

39. Increased use of wearables track fitness,
social, and content engagement allows
marketers access to even more data

40. Content
must be
mobile and
compact
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Explosion of mobile messaging activity to
carve out private spaces on the web

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Development of visually oriented
experiences self curated by Millennials

43. Information is becoming more visual and
passive
43

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Streaming
is now
happening
across ALL
devices
with ANY
type of
content

45. In the U.S., car buying is now a communal
project, where Millennials can leverage
their group to upgrade product

46. Social media talent targeted at Millennials
are featured with world leaders
See the Pep Talk
#kidpresident

47. How to connect and
engage

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Close the current gap for brands and
marketers for communication with
Millennials
• Work in the
speed and scale
of digital
• Understand that
you never get a
second chance
to make a first
conversion

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Natural reactions are more
predictive of future behavior

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So we will look there to find
solutions

51. What happens when
advertisers engage with
consumers by providing
instant gratification
through branded rewards?

52. What differentiates rewards & ads?
Ads…
• Often provide little
benefit to
consumers
• Present
regardless of on-
screen events
• Can feel intrusive
Rewards…
• Connect brands to
consumers during
moments of
achievement
• Offer direct
benefits
• Complement game
play and do not
intrude
versus

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Ads Game Play Rewards
Electro-Dermal Activity
Average % of Time Expressing Excitement While Exposed
Ads (n=47), Game Play (n= 54); Rewards (n= 47)
© 2013 IPG Media Lab. Proprietary & Confidential
Rewards generate excitement!
Excitement Measured During Game Play With Biometric
Bracelet
On-Screen Example:
Reward At Moment of
Achievement
*Statistically significant difference between Control and Test at 90% confidence or greater

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70
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Surprise
Quarter Seconds of Game Play
Consumers also show more surprise…
© 2013 IPG Media Lab. Proprietary & Confidential

55. …and positive feelings
-16
-14
-12
-10
-8
-6
-4
-2
0
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Valence
Quarter Seconds of Game Play
© 2013 IPG Media Lab. Proprietary & Confidential

56. ∆2%
∆-4%
∆1%
∆-1%
∆-1%
∆3%
∆13%
∆8%
∆7%
∆8%
∆7%
∆6%
-10% -5% 0% 5% 10% 15%
Is a premium brand
Is a brand I respect
Is a brand I would pay more for
Is a quality brand
Is a brand on its way up
Is a modern brand
Brand Attributes
(Delta From Control)
Physical
Reward
Ads
Sample sizes for participants who started assigned app Any.do: physical reward n=171; banner ad n=171; control n=189
Which translate into positive brand
perceptions
© 2013 IPG Media Lab. Proprietary & Confidential

57. And ultimately a stronger impact on intent
to purchase the brand
1%
14%
Ads Rewards
Purchase Intent
DeltaFromControl
Sample sizes for participants who started assigned app: Control n=245; Ads n=276; Rewards n=425
© 2013 IPG Media Lab. Proprietary & Confidential

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Allows brands to use other
messaging tactics in
context to:
• maintain and drive
loyalty
• Leverage cause
marketing
• lead with humor to give
insight
Get Millennials to engage with relevance
and timing

59. The future, for
now

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Technology changes, people don’t.
Be relevant and timely to Millennials
schedules, not your brand’s
Relevancy
• Deliver messages in
the right place, at
the right time
• Provide options
people can act on in
the moment
• I Like You, If You Like Me:
• Leveraging fandom paid off in
18% lift on response for digital
banners when involved with a
Super Bowl study
• Mobile Couponing Preserves
Brand Value
• Smartphone imparts a halo of
cool on offers and is an easy
way to reuse a key conversion
asset for retail
Learning from the Lab

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Be willing to experiment to surprise and
delight Millennials
Experiment
• Optimize message and offer
by screen for best impact
• Think small to get started
• Break things; learn and do
better next time
Surprise and Delight
• Extend the lifecycle of live TV
and events online, by
engaging the audience with
extended content on gaming
and other platforms

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Exchange value for customer data
Value
• Give reasons to
contribute and
engage
Utility
• Provide utility and
ask for inclusion
together and see a
lift in results
• “Thanks for letting us
watch where and when
we want— no more
illegal streams for me.”
Quote from a
Millennial sports
panel attendee at
SXSW 2014

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Use technology to enhance actions for
consumer-centric engagements
Customize
immersive
experiences
like shoppable
video

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Native content gives the ideal
window to do this:
• Native ads are viewed 52%
more than banner ads
• Native ads attract & hold as
much attention as webpage
content
• Works best with including real-
time information
• Stocks, current weather, or
Twitter posts
• Instagram and Pinterest
images
Include them in your
brand’s conversation
with the world

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Research studies to ask us about Latest articles @ ipglab.com
Apple Showcases CarPlay
• http://ipglab.com/2014/03/03/apple-showcases-carplay/
Teens Love Messaging Apps
• http://www.ipglab.com/2014/03/11/sxsw-2014-danah-boyd-
explains-why-teens-love-messaging-apps/
SXSW putting the audience front and center
• http://www.ipglab.com/2014/03/10/sxsw-2014-putting-the-
audience-front-and-center/
Sports Mastering Social
• http://www.ipglab.com/2014/03/11/sxsw-2014-how-sports-have-
mastered-social/
Rise of Connected Devices
• http://www.ipglab.com/2014/03/08/sxsw-2014-rga-techstars-
and-the-rise-of-connected-devices/
Twitch goes mobile
• http://www.ipglab.com/2014/03/05/twitch-goes-mobile/
Branded Stickers continue growth
• http://www.ipglab.com/2014/03/03/branded-stickers-continue-
growth/
Content
•Branded content
Real Time
•Real-time ads
Multi-Screen
•Bridging TV data to
better target digital
•Are all screens
created equal ?
Things to review from the Lab on
Millennials

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If you want to learn even more, get in touch:
ipglab.com
@ipglab
info@ipglab.com

67. Muito obrigado!