How millenials consume digital content and

advertsingJavier Lasa @Javier_lasa

Millenials

¿Why are they the sweet pot for brands?

Millenial 14-34 yearGen Z 8-13 yeas

Gen X 35-49 yearBoomer 50-65 year

Millenial 1st working

Millenials and device usage

Not without my smartphone

*Fuente: Mary Meeker Internet Trends Report 2015

Discovery systems evolution 1975-1995

151 min smartphone

147 min TV

103 min Desktop

43 min tablet

Average user spend 7,4 hours multiscreen

*Mary Meeker Internet Trends Report 2014

Screen fragmentation

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#trend

Content consuption

#1 Binge watching

Original content will gain pace and scripted shows will serach for user interest and conversation

#2 Interfaces as gaming

experiencesLos40 gala streaming - 500k videos and 300K social actions

#3 Cherry picking

High consuption frecuency with shorter attentionPrefereabily short form on mobile devices

#4 Shorter attention spam

Year 2000 12 second average attention year 2014 8,50,5 less thana a goldfish

*Strategic brain institute 2014

#5 Live streaming rocks

Periscope , Yahoo screen line, Huff live, Pluto TV

#6 Ephimerous content

Snapchat webseries“Literally can´t even”

• Vertical screnn• 5 min episodes (short form)• Vanish after 24 hours

#7 vertical framing

29% os multiscreen usage is done with vertical screen 2015

Multiscreen consuption

Time spent by scre nn device2010-2015 (USA)

*Fuente: Mary Meeker Internet Trends Report 2015

#8Playlist as new EPG

Autoplay and playlist is generating linar consuption trends towrad lean back experiences

#9Its more likely you will survive a shark attack than clicking on a

banner0,2 % CTR banner displayOut of “viewability” (IAB 50% at least 1s)

In 1941 was broadcasted first TV spot

In 73 years nothing has changed in TV advertising

First banner is 20 yeras old and since then is loosing efectiveness from 44% CTR to 0,2

Display advertisng today same as yesterday

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#10

Native advertising

Upworthy: attention minutesBuzfeed: shareability (POUND)Medium: TTR Total Time Reading

Engagement new ROI and value model

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Javier Lasa @Javier_lasa

Thank you