Creative Collective 2013

Creative CollectivePHD

group pictures

t h e g r a d y b u n c h

Understanding Hot-TechnologiesContext, Content & DevicesThe Ever-Presence of DigitalMultimedia Viewing of TV ContentFacebookStorytellingMedia vs. Creative Agencies

MILLENNIALS &MediaCurateCreateConceive PerpetuateInitiate

I’m a Millennial and I

my personal montage.[ ]tweet

Canadian-American. Unofficial Massage Therapist. Wannabe Barefoot Contessa.

I’m a Millennial and I [ ]my personal montage.explore

North Carolinian. Concert-Goer. Football Fanatic.

technologiesHOTunderstanding

How do young adults learn about thecool new thing in technology?

I purchased my first smartphone out of peer pressure and the desire to be ‘with it’.

“”

The Network Effect

Innovation Influencers

Socialgraphics

Crowdsourcing

Simplicity Is Key

How do consumers decide what makes something blow up?

Communities of ParticipationTastemakers

Unexpectedness

Tastemakers

Communities ofParticipation

Unexpectedness

The Age of the FeedInternal Validation & The Fear of Missing Out

What are the types of relationships that Millennials have with their devices ?

Laptop. Tablet. Smartphone

LaptopThe Baby & Retail Catalog

Container of Precious InformationToolbox of Applications

Product Recommendations Portal to the World of Internet Commerce

Bang for Your Buck

TabletA Luxury & The Entertainer

Center for Living Room EntertainmentGlorified iPhone

SmartphoneThe Buddy & The Fifth Limb

Fabric for the Modern RelationshipDetermination for Communication

Necessity for Life All-Encompassing Device

Enabling & DisablingTechnology Reflects Our ValuesOver-SaturationInterrupted Human Interaction

I’m a Millennial and I

my personal montage.[ ]pin

Military Brat. Animal Lover. Beer Connoisseur.

ContentContext Devices&

How does the context and content of an ad affect how young adults perceive it ?

On-Demand

prior product tastesMore receptive to new products if found on sites that are based on previous preferences.

“”More receptive to new products if recommended.

If I find something I like on Pinterest, Wanelo or Etsy, I’ll save it for later, even if I’ve never bought from that brand or shop before.

How do Millennials perceive infomercials and direct response?

“ ”Millennials are skeptical of infomercials. They lower our opinion about the brand.

I don’t really pay attention because I don’t believe any of it anyway.

Guilty Pleasure Entertainment1-800-CheapProduct

What types of ads make Millennials look at brands in a favorable light?

Similar StrangersThe Power of Celebrity

I’m a Millennial and I [ ]my personal montage.filterThor Doppleganger. #mrhashtag. Wood Worker.

ver presenceDigitalof

E

How effective is a digital billboard vs. a standard billboard?

Digital ads can be updated often... that could be put to use.“ ”Ads with relevant information can leave lasting impression.

#sftb

What are Millennials’ perceptions of digital screens?

I feel like a lot of the screens in retail locations are just clutter. “ ”Millennials don’t like clutter. Eliminate the noise.

Streamline Retail ProcessOffer Incentives & Helpful InformationThe Creation of a Digital Community

Do digital elements affect Millennials’ perceptions of a brand?

The Creep FactorOpt-In to the Network

I’m a Millennial and I [ ]my personal montage.blog

Fashion Blogger. Half-Filipino. Game Of Thrones Junkie.

television video &content

How do we engage with video entertainment?

“”

I like to marathon, but if I really like a show, like “The Walking Dead” I don’t want to miss out.

on-demand commandengage through relevancy

What devices do Millennials use to watch TV?

“ ” I can just hold it. I don’t have a TV in my room so my laptop is my TV.

laptop is kingcomfort in scaling back

Are cable & TV networks still important to us?

It came with my lease, but I feel like I’d still buy it because it’s cable... I wouldn’t know how to live without it.

“”

I’ll find shows illegally if I can’t find them anywhere else. “ ”

What types of behavior occur during multi-screen viewing?

“”Partnering with social media and offering exclusive content.

If I’m watching TV on a TV, then I’m usually not paying attention. I’m on my iPhone or my laptop. But if I’m on my laptop, I’m pretty focused.

reactions to distractionattention with apps

chal lenges: time, interest & creativityContent Watchers > Content Makers

I’m a Millennial and I [ ]my personal montage.update

World-traveler. Future Food Critic. Sleep-lover.

acebookf

Is our relationship with Facebook changing as it continues to evolve?

Text

“ ”We still use Facebook, but not in the same way.

It’s not all about how Facebook is changing, but how I’m changing too.

Is Facebook still always open in a browser on our computer or phone? Is it as cool as it once was?

“”Facebook is not as cool as it used to be.

I’m not as interested in it as I used to be... 3 or 4 years ago it would have been my homepage.

Who are those that are using it less or perhaps not at all?

“ ”Millennials are moving away from Facebook.

I have push notifications for my close friends, but if not, I don’t care. I try to avoid it most of the time.

Is there a different form of social media that is taking it’s place?

he said

she said

New Facebook

AGAIN

I’m a Millennial and I my personal montage.[ ]sync

Music Lover. Purple Lover. Snapshot Lover.

Storytelling

Do young adults want to have a relationship with brands? Do these relationships exist?

I don’t think about the relationship I have with them, but I do appreciate that they are giving me another way to connect with their product.

“”

Relationships:People Not Brands

Understanding how we use different social media is key to understand how to engage with us on those media.

If you want them [brands] to listen, you’ll do it on social media“ ”

Show us.Don’t tell us.

Which channels do Millennials desire to be reached by?

When brands have their own Facebook page it doesn’t feel like advertising.

Personal InterestLeads to Likes

Like Doesn’t Equal Purchase

What makes people identify with a brand?

“ ” Clean, classy, not overly flashy and down to earth. They just get me.

Millennials are unique individuals who want to be included in the collective community.

How do advertisers disaggregate the brand from the technology?

Technology makes it possible to participate in your brand’s story.

MediavsCreative

How are Advertising agency structures perceived by future Ad professionals?

Narrow View of Media AgencyCreative Equals CreationDefined by Medium

We are Millennials and we

our personal montage.[ ]pinupdate tweet blog filter syncexplore

Questions?