Millennial Viewing Killed The Video Star

Are #mobile #Millennials driving PR? .@KnightCanney looks at the stats.

It’s not a big surprise that we – and especially millennials – increasingly are consuming video via bite-size pieces on something other than a traditional television screen.

The New York Times recently reported that more than 6.2 million people tuned in live to watch the World Surf League’s Billabong Pipe Masters. “Those numbers exceeded the American television audience for the final game of the 2014 Stanley Cup hockey finals. Not a second of the surfing competition was shown on traditional live television in the United States; instead, it was streamed on YouTube, with 35 to 40 percent of its viewers on mobile.”

The Times also noted that both the N.H.L. and the P.G.A. have teamed up with lightweight-camera maker GoPro to post real-time highlights on social media.

According to a recent analysis by Criteo – a company that “helps advertisers generate more sales at a global scale” – in 2015, mobile devices will account for 40 percent of worldwide eCommerce sales and more than 50 percent of such sales in the U.S., Japan, and Great Britain. Criteo also predicts that “eCommerce will become ‘do or die’ for brick-and-mortar retailers in 2015 as they experience the increasing impact of shopper ‘webrooming’ and ‘showrooming’ behavior.

In late 2014, Nielsen noted that television viewers “aren’t just surfing through channels when the TV is on anymore; they are riding the waves of second screens [laptops, tablets, and smartphones].”

And a study conducted last year by consulting firm Deloitte found that while the average American views 71 percent of his or her media on a traditional television screen, the majority of 14-to-24-year-old millennials’ video consumption happens on laptops, smartphones, and tablets.

All of which is a long-winded way of pointing out that mobile is rapidly becoming a significant part of the video universe, and is poised to become the dominant platform – particularly among younger consumers.

That means that your advertising, marketing, public relations, and communications strategies need to embrace these second screens. But it’s not enough to slap your Presidents’ Day mattress sales TV spot on your website and call it good. Mobile platforms require a more nuanced approach.

Because the screen on even the biggest smartphone is tinier than the smallest laptop (and dozens of times smaller than a wall-mounted flat screen), your video message needs to be scaled accordingly:

  • Big graphics
  • Compelling copy
  • Shorter length
  • In-context messaging

Also, assume that mobile-video consumers are younger and less susceptible to traditional advertising/marketing approaches, and then craft your message accordingly.

Last month, Forbes published an analysis on millennial consumers. Among the findings:

  • Just one percent said that a compelling advertisement would make them trust a brand more
  • 33 percent use mostly blogs to help them make a purchase – only three percent rely on TV news, magazines, or books
  • 62 percent said that if a brand engages with them on social media, they are more likely to become a loyal customer

Yes, it’s a brave new consumer world, but if you’re savvy, you can engage those hard-to-engage consumers and get them to buy a mattress.

But first, switch out that George Washington actor for a Lady Gaga, Beyoncé, or Taylor Swift impersonator.

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