Targets & Segments

An Experiment in Understanding Kids Cross-Platform Consumption

  • Katie Artemas and Nicole Tramontano
  • Star Com; Turner

It used to be that kids say the darndest things. But in today’s cross-platform media world, are kids watching the darndest things? Well they’re certainly using every device possible to watch whatever they wish. A CIMM committee sponsored this study with TiVo and RealityMine, and learned that kids consume it all – live TV, time-shifted TV, tablets, and smartphones.

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Plurals and Millennials in a Cross-Platform Universe

  • Mark Loughney
  • Turner Broadcasting System

Plurals, the population born after 1996, differ from Millennials in multiple ways, e.g., they demand more choice and explore tech more readily and impatiently. As a result, marketers need to understand implications, such as recognizing that developmental abilities among age groups within Plurals affects device usage and their need for social currency rises with age.

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How Comedy Central Increased MultiCultural Millennials Metrics

  • Comedy Central

This submission to the Ogilvy Awards explains the research among Multicultural Millennials that led to the resurgence of the Comedy Central program, Key & Peele, in its fourth season. The findings from their three different studies resulted in new marketing approaches, such as partnerships with Hip-Hop fans, and led to increases in awareness, audience, ratings and social media activity.

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Multicultural Mobile Behavior Insights: What You Need to Know

  • Christian Martinez; Fernanda Alcantara
  • Facebook

Facebook synthesized analysis from four sources to report on the use of mobile by U.S. multicultural consumers in their shopper journeys. Their research not only reinforced the importance of mobile among African-Americans, Asian-Americans, and Hispanics; it also found differences in their mobile purchase behavior, e.g., African-Americans and Hispanics inspect fewer products when purchasing on mobile vs. desktop.

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Appealing to Millennial Parents: What Works Best

  • George Carey and Steve August

A study of the passion points in Millennial families resulted in findings that can increase the odds marketers will succeed in appealing to parents in this important group. Among the findings: the overriding passion point for parents is making sure their kids are prepared to succeed.

Differences in Millennials’ TV Viewing Habits vs. Older Adults

  • Laura (Bernstein) Grover
  • Symphony Advanced Media

No surprise: Millennials watch TV quite differently than older adults. But how? Findings from this study detail important shifts in Millennials’ viewing vs prior generations. One example: Millennials were more likely than 35-54 year-olds to admit that they watched TV through “piracy or other non-paid methods.”

Targeting Bias: Cross-Platform Case Study

  • R/GA (Agency); Ad Council (Client); Mindride (Experience Design); Persuade & Influence (Production); Brewster Parsons (Post Production)

Bias and discrimination are among America’s most polarizing problems. Yet most Americans consider themselves unprejudiced and resist messages suggesting they are biased. This ARF David Ogilvy Awards winning case study details an approach to creative and targeting that resulted in one of the most successful PSA’s in history.