By Rachel Holmes
Have you ever left your phone at home and your heart immediately started racing because the thought of being detached was helplessly painful? Have you ever been extremely frustrated to the point of throwing your computer out the window when you can’t get Wi-fi?
We, as generation, are attached.
Listening to music while walking to class, posting to Facebook, updating Twitter or checking Gmail during class, texting while walking to the next class, online shopping or meme searching some more during class…and watching television, texting, and surfing the Internet all at the same time at home – we can all fall into this some time.
As the most technologically-literate generation, we take full advantage of multiple media mediums. However, this media and technological revolution comes at a challenge for advertisers.
According to a Boston Innerscope Research Study, younger generations switch between mediums 27 times in a non-working hour. In addition, a Nielsen survey discovered that 45% of Americans who own tablets use them daily while watching TV, and 26% of them use both several times during the day, simultaneously. The findings were similar for smartphone users.
This has sent advertisers and marketers scrambling to find new ways to reach this technology-driven generation.
“What they are looking for is engaging content, and they dismiss so much stuff,” said Dan Albert, senior VP-media director at Chicago’s MARC USA agency (AdvertisingAge 2012).
So far, advertising agencies have come up with two possible solutions. First of all, companies can attempt to send a consistent message to young consumers on a variety of mediums. This means that a company’s advertising could potentially use the same creative concept for mediums including billboards, magazine ads, Internet ads, and television commercials rather than tailoring a different message for each medium.
The second possible solution is to provide even shorter advertisements to consumers in the form of snippets – advertisements that last only a few seconds as opposed to the normal thirty-second or sixty-second digital campaigns.
“If you have consumers who are snacking on short amounts of time with different types of media channels, we have to think about how to communicate in short, “snack-like’ bits of messaging,” said Patti Wakeling, global director-media insights at Unilever (AdvertisingAge 2012).
The study’s researchers believe that the media-hopping make consumers less available to promotions and entreaties, and are less inclined to consume content the same way. Although this information about younger generations constantly switching between media mediums seems daunting, it ultimately opens up new opportunities for young advertising professionals to be creative in their ways to reach consumers. And who better to market new campaigns to technological savvy consumers than technological savvy advertisers from the same generation.