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10 Tips for Advertising to Millennials

By | Buying Power of Millennials, Campus Advertising, DNA of Millennials, Engaging Millennials, Generation Z, Social Media Advertising | No Comments
Advertising to Millennials
As we all know, millennial generations are critically important to the Media and Communications industries. Some people don’t get them, others excuse them, but in order to successfully engage with them the best thing to do is to fully understand who they are and what they want.

So, what is a Millennial? The definition of a millennial is not unanimous. However, it usually refers to the age range between 18-35 years old. But, one of the first words that comes to mind when you think of the millennial generation is SOCIAL. Since Millennials were born during the years of change, such as the advent of digital marketing, they are known for being very active on all social media platforms and are always on top of key trends like food and fashion. However, besides these key millennial generation characteristics, there are many more to pay attention to (especially in the advertising game). In order to catch their attention and build their trust over time, it is important to follow these 10 tips when deciding to advertise to them.

 

SUPPORT A GOOD CAUSE

Supporting a good cause is the perfect way to incentivize your Millennial audience and to show that you care about making the world a better place.

General practices such as supporting a cause and using creative advertising methods will certainly help. For example, climate change has increasingly become a critical topic that many Millennials take seriously. So, once you have segmented your audience, start creating high-quality messaging with the mediums that you will use for the segments chosen. This can be in the form of a billboard, an advertisement on a bus shelter, or any other campus media that engages these younger generations while improving your ad positioning as well.

USE OOH ADVERTISEMENTS

Have you ever seen one of those billboards on the side of the road during rush hour and thought that it read your mind? OF COURSE. Out-of-home advertisements have been found as a very effective method to influence people’s purchasing power, specifically among Millennials. It is a fun type of advertisement that is to be straight to the point. In fact, studies show that OOH resonates with authentic and real-world experiences. The nature of billboard advertisements is to play off of our short attention span and provides a last-touch opportunity in the path to conversion. In this way, brands have the chance to resonate with young generations multiple times of day. At MSSmedia, we provide a suite of OOH campus media placements that will help your brand make an impact and a sincere difference. Curious? Check out our work here.

PODCASTS

Millennial audio consumption of all types has been increasing on a national scale. According to iHeartRadio, we are currently living in an audio-first world where streaming services, podcasts, and radio are gaining ground day after day. This year, 51 percent of American consumers reported listening to a podcast. At MSSmedia, we offer quality audio advertisement placements that capture users on streaming services nationwide.

PEER-TO-PEER MARKETING

Millennials and the Gen Z are interested in authenticity, not salesmanship. They prefer insights from people whose lives are like theirs – not from the ones that are “too cool” to be true. And, this characteristic of the millennial generations opens up the opportunity for peer-to-peer marketing to flood in. Peer-to-peer (P2P) marketing is a method where customers engage other customers through recommendations. With a big component being word of mouth, P2P is used on college campuses. But, social media, in the meantime, is the P2P equivalent in the business game. It doesn’t feel like a sales tactic, Millennials say. It is not pushy or self-focused. On the contrary, P2P lends authenticity while giving a voice to those who have nothing to gain but meaningful and reciprocal recommendations.

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Super Bowl Commercial Ads & Their Continuous Rise

By | Food for Thought | 2 Comments
by Carly Podolsky, Hannah Wendell January 17, 2017

Super Bowl Commercial Ads & Their Continuous Rise: The Super Bowl delivers a massive television audience each year, unlike any other American event. Viewers not only anticipate the outcome of the game, but also the alluring high-priced commercial spots that no one wants to miss.

AdAge reports that ads this year are going in the ballpark of $5 million for 30 second commercial slots. This is a hefty price in the DVR culture of 2018 where people often tune out or fast forward through TV ads.

Although advertising commercials are currently in a race with technology, the Super Bowl timed  TV commercials  are the only exception. Consider the following statistics:

  • The total ad spend throughout the first 52 years of the NBC Super Bowl is roughly $5.2 billion.
  • This year’s game will capture 2.5% of broadcast network advertising, which has doubled from 2010.

Overall, the relevance and value of Super Bowl ads will only continue to rise in our culture.  Of course, the Super Bowl creates history for the football hall of fame, but it is also symbolic of the importance of advertising in our society.

Unbound: The Rise of Generation Z

By | Buying Power of Millennials, Generation Z | No Comments
Unbound: The Rise of Generation Z. Charlotte Zoda November 8, 2017

“With a huge shift in the type of media consumed and platforms being used by Generation Z, we discuss the strategies, platforms and tactics that will drive engagement within this important demographic.”

 

Speakers:

  • Sameer Deen, SVP Digital – Univision
  • Dan Perry, Managing Director – LATAM, Vice
  • Sergio Cisneros, Head of Brand Strategy – VIX Media
  • Justin Reilly, Head of Customer Innovation – Verizon Fios
  • Jaime Matus, Central America B2B Market Manager – Claro

 

The UK based technology and startup gathering Unbound came to the US for the first time with the inaugural conference taking place in Miami, FL in early November. One of the afternoon talks centered on a newer generation coming into play, Generation Z and how corporations are shifting strategies to reach this internet/tech savvy demographic.

 

The speakers were asked, “How are you trying to prepare for Generation Z?”  Justin Reilly dropped a surprising fact: ~70% of families have Generation Z members, who hold $44BN in buying power. Reilly shares that in order to prepare, you have to know how to interact with this new generation.

 

Both Jaime Matus and Sameer Deen note similar hurdles of reaching this demographic, especially as content is expected to be better, faster, and bigger. Companies and brands are now diversifying methods of consumption across multiple platforms.  This was especially noted by Dan Perry, VICE, as he shared the evolution of VICE starting as a print magazine to later include online and cable television network formats. This is to meet increasing demands and evolving technology.

 

Not only do these brands/companies have to be in the same place as this niche audience, Sergio Cisneros mentioned, but the content presented to Gen Z must connect on a human level, be authentic, and the voice must be identifiable. Perry notes that cultural passions and causes are very important to Gen Z. For example: Promoting the chicken in a fast food sandwich as humanely and sustainability raised consider more valuable than a Buy-One-Get-One deal.

 

Long story short, in order to effectively reach this demographic, marketers must produce meaningful and authentic content that is delivered at a remarkably fast rate across multiple channels. Companies, brands, and agencies must continue to be one step ahead of this super social and techy generation.

Colleges’ Newest Market: Generation Z

By | Food for Thought | One Comment
Generation Z. Hannah Wendell October 30, 2017

For us all, life moves on. Millennials are beginning to make their way in the real world, leaving college behind.  A younger crowd is taking the stage.  Generation Z has entered the college era.  These young people are the newest candidates for loans, credit cards, real estate leases, and more.  Their attention is not only captured by traditional advertisements, but they are completely at home with digital ones.  Generation Z is the most “tech-savvy” group of individuals that the world has seen.

 

In fact, the vast majority of these young adults have not experienced life without the use of technology.  A lifestyle where answers are not at one’s fingertips, or easily downloadable from a smartphone application, is foreign to Generation Z.  Advertising has changed forever— and it’s thanks to these younger, technology-driven generations.  The use of digital marketing is at the highest rate ever, and will only continue to sky rocket.  While businesses continue to enjoy success using traditional modes of advertising, they are wisely making use of the new digital methods as well.

 

Although it may seem like the earth revolves around technology, more is yet to come.  The group following behind Generation Z will be even more at home with mobile platforms.  People of all ages will soon be unable to imagine life before cell phones.  In order to capture the attention of these young individuals now and in the future, it is important to learn how to market on every platform— digital included.  Generation Z has moved the millennial generation out of the college market place, and the world of technology and digital marketing will only continue to grow.

back to school advertising not just a season

Back-to-School Advertising: Not Just a Season

By | Engaging Millennials | One Comment
Back to School Advertising. Carly Podolsky October 23, 2017

While “Back-to-School” season is commonly considered the months where college students get back into the swing of things after  summer break, marketing for this time period should not be considered a flash in time.

 

Not only do preparations for Back-to- School (B2S) begin as early as June for these age groups, but so does the purchasing. As a marketer your best knowledge is to understand B2S as more than a season, but a glimpse into your target market acting on the awareness you’ve garnered all year.

 

In order to understand the back to school marketplace, consider the following:

 

1. Back to School Shoppers = Year Long Consumers: In capturing back to school shoppers, consider that not only the student, but their parents’, friends and influencers are also consumers all year-round. Therefore, brand awareness, trust and loyalty must be formed before the summer and fall seasons.

 

2. The Back to School Audience = Stand Out: Our youngest generations encounter advertising of all forms. Not only are there radio and TV commercials vying for their attention, but there is a constant flux of media and advertising throughout any regular day-to-day activity of their day. Social media, desktop browsing, and smart phone applications are just a few means of reaching this group. With these all part of any day, make your impression stand out!

 

3. Take the Opportunity = Seize the Moment: Understanding that targeting a segmented audience is a valuable piece of the puzzle, but to strategize and compete is a more difficult component. The key is to understand the timing of your opportunity and seize it. Gaining longer-term recognition from this generation of back to school shoppers, means getting their attention now, the time is always now!

College Marketing and Advertising

College Marketing: Advertise on University Campuses

By | Buying Power of Millennials | 6 Comments

College students represent one of the most valuable target markets. While in school, they are making their own purchasing decisions for the first time, which makes them impressionable for brands. If businesses can connect with students early on, they can form brand loyalties that will continue for the rest of the consumer’s life.

It is an investment for brands to target this tech-savvy, educated and connected market. 64% of a student’s income is discretionary and they have an estimated $417 billion in spending power. Upon graduation, their incomes will be significantly higher and they can now afford to pay for additional products and services offered at a higher price point. Students spend the most of their money at food, beverage, entertainment and retail stores, but this doesn’t exclude other industries from successfully garnering the attention of college students.

To capture this coveted market, brands need to place themselves where students spend most of their time, which is on college campuses. Marketing on campus promotes brand engagement and this can be done by utilizing numerous tactics. For example, a business can advertise in the school newspaper, employ brand ambassadors, offer student discounts, host giveaways and much more. As a leading provider of campus outdoor advertising solutions and mobile geo-targeting opportunities on college and university campuses nationwide, MSSmedia specializes in connecting brands with college students. The company offers advertisers a variety of outdoor advertising formats to reach the niche campus market in conjunction with on campus activations and digital marketing.

To learn how MSSmedia’s campus advertising solutions can help your college campaign, visit MSSmedia.com.

MSSmedia Agency

By | Media Planning & Media Buying | No Comments

Campus advertising is our business. For years, we have catered to the millennial market on college and university campuses across the nation with our network of outdoor advertising displays. We have now expanded our services with MSSmedia Agency, a new business unit.
MSSmedia Agency will provide clients with campus marketing solutions to brands and agencies wishing to target the coveted millennial market on college campuses. This partnership is built on the distinct strengths of each company: MSSmedia Agency’s media planning and buying, digital and experiential expertise merged with MSSmedia’s industry leading college marketing experience. This combination will allow brands to further reach their target market and achieve new levels of efficiency, effectiveness and customer satisfaction.
“Digital – combined with traditional advertising – is transforming business and our industry in monumental ways,” says Michael Sheldon, founder of MSSmedia. “MSSmedia Agency allows us to bring this technology to our clients and leverage MSSmedia Agency’s knowledge, software and expertise.” Sheldon is also the Founder of MSSmedia, so it was an undeniable strategic move to have the two companies form a joint venture.

Surprising Shopping Habits Millennials Embrace

By | DNA of Millennials | No Comments

The constant emails and notifications from retailers may seem annoying for some, but millennials embrace it. According to a new study from Euclid Analytics, this generation really enjoys interactions from brands as they shop. 74% of survey participants said they were down to receive messages on their phones during a store visit, while 81% of respondents said they were open to stores being in touch (text or email) after the shopping trip.
The desire to keep in touch with stores is an extension of how this generation has been targeted and the way they’ve grown up. Millennials have shopped online for most of their lives and receive personalized recommendations from brands such as Netflix. This has raised expectations to stay top of mind on and offline after every interaction.
Not all contact from retailers is accepted. Consumers do not want to receive a text about a purchase as they are in the gym. The interactions must be timely and location-based. A text about a sale as they are approaching the mall is much more appropriate.
This feeling of constantly being in the loop isn’t exclusive to online shopping. Regardless of the channel that consumers purchase from, they still want a personalized experience. Brick and mortar retailers are at a disadvantage because customer data is harder to optimize and it’s more challenging to make customers feel special as they physically browse the racks. Thus, these retailers need to find ways to bridge the gap between online and offline worlds.
As online shopping continues to flourish, it’ll be interesting to see how retailers will conform to the in-person shopping experience and entice users to head to the mall. The constant contact with consumers could be a necessary solution.

Capturing Millennials at Music Festivals

By | DNA of Millennials | One Comment

Flower headbands, good music and fun in the sun mean festival season is here. This also means millennials will be flocking to different cities across the nation to see their favorite musical artists. It’s an opportune time for brands to court this market through activations, social sharing and more. One of the most popular festivals is Coachella and the WSJ called it an event, “filled with a marketer’s dream: throngs of influential, open-minded and ready-to-spend millennials with plenty of time to kill.” Festival schedules allow for significant down time, which gives people time to explore sponsored tents, brand experiences and share on social.

The audience at festivals has expanded beyond the physical attendees. People are tuning in on social media to see which celebrities and influencers are attending, what they’re wearing and more. To tap the marketing opportunity presented by these festivals, brands produce on and off-site activations for people at home to enjoy as well.

On-site activations give brands access to the vast amount of people attending. According to a 2015 survey, 78% of millennials would rather pay for an experience than goods. Therefore at festivals, brands want to provide the best experience for this target. Below are a few successful examples of experiential marketing at Coachella.

H&M

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The retail chain hosted a pop-up shop with a 360-degree desert scene backdrop. Guests could film instant Instagram worth video clips. A strong digital tie-in reaches not only those who came to the event, but the people following them online.

Tag Heuer

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The official watch of the festival hosted a tented lounge in the VIP area. Guests could sip on refreshments and buy the new watch, but the main purpose of the tent wasn’t to sell watches. It was for the brand to get to know their new customer better.

Calvin Klein

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Instead of trying to break through the noise of the crowded festival grounds, brands such as Calvin Klein take their experiences off-site. They hosted about 25 digital influencers at a hotel in Palm Springs as part of a three day “branded experience” to complement the festival. The event garnered more than one million engagements on Instagram and Twitter in less than 24 hours.

How to Win with Affluent Millennials

By | Engaging Millennials | No Comments

Millennials are quickly becoming the largest generation by population size. They are also obtaining higher levels of affluence and impacting the way high end and luxury brands are approaching their consumers. According to a study, there are about 6.2 million millennial households that report earning an annual household income of at least $100,000. Although this number is shockingly high, this generation is set to become the most significant audience for luxury brands in the next five years.
Many outside of this generation emulate millennials because they are considered to be trendsetters. Within the millennial consumer, the trendsetters are the affluent millennials. They can afford the high fashion items and to travel around the world, which in turn makes their peers envious and want to try similar things. These affluent consumers are also more likely to post on social media to share their experiences, which brands try to leverage. If brands can appeal to the trendsetters, this can have a snowball effect and spread to multiple generations.
This answers the why of brands should target these consumers, but then comes the conversation of how to target them. It helps to understand that they are very independent. Rather than constantly communicating with them, brands should take the absent-but-present approach. This means brands should be available when needed, but not pushing the consumer too much. These people want to make decisions on their own and only look for support from brands when needed.

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