TV is becoming more personal. A new report from research firm TDG says that mobile video viewing is poised for big growth over the next ten years -- and as it takes off, more consumers will watch TV solo, rather than as part of a group or family centered about the set. While consumer behavior has, of course, been morphing over the last few years with the advent of new devices and time-shifted viewing, the rise of the mobile device as a handheld TV could signal the greatest shift in social viewing patterns.
While the debate rages on about what exactly drives Millennials' infamous "me, me, me!" reputation, it's still necessary for brands to acknowledge this attribute. Regardless of the why, we know that Millennials as a whole are more acutely aware of (and vocal about) their inherent value as consumers than previous generations. Here are three basic rules for creating video strategies with a "me"-centric audience in mind:
Online video continues to win ad dollars with its promises of efficiency and targeting, and it is also nabbing money from a softening TV market. The newest media spend report from agency giant Magna Global said that digital media claimed 30% of the ad market in the U.S. in 2014, or $49 billion. That's up 15% over the year before. Digital video ad spend increased 39%, playing a big role in fueling overall growth in digital media. In fact, the agency predicts that digital media spend will reach parity with TV spend by 2016.
In the throes of planning upcoming campaigns, any major marketer may well utter the following phrase about his or her media mix: "I'm always going to need my TV. It gives me invaluable reach." Sure, TV still gives you reach. But this argument will become less persuasive as we enter the final frontier of the digital media disruption, where precision targeting becomes paramount, and must-see prime-time TV programming become a thing of the past.
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