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BizReport : Blogs & Content : November 07, 2014

Expert: Demographics are evolving, so should brands

Recently Nielsen released a report underlining the fact that Boomers are watching more digital video content than any other demographic. This flies in the face of other studies and experts who insisted Millennials were watching more online video. One expert says the change is actually an evolution in content consumption.

by Kristina Knight

Millennials and Gen X-ers were the first to adopt online streaming habits. Time shifting their viewing habits to fit with their lives has impacted how advertisers go about sponsoring and advertising within content online and offline. Now, we're seeing that Boomers' video viewing habits have also evolved and according to one expert its another reason advertisers must evolve.

"Millennials are no longer the only generation consuming media on smartphones and laptops; older generations have now passed the digital learning curve and are taking advantage of having control over when and where they would like to consume digital media. This illustrates a substantial need for marketers to update their strategies to become more dynamic and flexible, as well as operate in real time to ensure the content they create is reaching the audience for which it was intended," said Martin Hayward, Director of Marketing, Mirror Image.

To ride this change Hayward advises marketers to evolve, too. Targeting and strategy are two of the most important tools on marketers' desks, he says, and big data can be the solution to both if used correctly. The correct way includes targeting not only traditional media - newspapers, radio, television - but new media including YouTube, online content hubs and social media.

"Marketers must collect data for an entirely new segment of consumers and then apply that data in an effective, impactful way. The challenge that this presents for most ad tech professionals is the need to synchronize requests that come in from worldwide databases so that they have a full view of their targeted demographic," said Hayward. "New technologies exist to resolve this issue, arming marketers with complete and accurate profiles of potential targets so that their marketing efforts can reach the right audience and have the intended impact on consumers."

More from Martin and Mirror Image on Monday, including how brands can turn information into intelligence.

Image via Shutterstock

Tags: demographic research, Mirror Image, online content, video, video content, video viewing

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