Chasing 25 year olds

April 2018

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It used to be easy to lure a 25-year-old into your web of brand messaging, now you have to find them to even talk to them. The Department of Education projects a staggering 1,855,000 college graduates in the Class of 2015, many of which will be entering the coveted media demographic of Adults 25-54. The challenge will be how to reach them effectively. No longer can an advertiser rely on any one medium to provide the broad brush stroke of the once traditional A25-54 profile of the past ten, even twenty, years. This 25-year-old is much more elusive than the graduating class of 1985, their 55-year-old counterpart.

Some of us are old enough to remember when something called the World Wide Web entered the market in 1990. Those of us who do, also remember when CNN and MTV made their debuts in 1980. Still others grew up when there were only three networks, radio, and newspaper to rule the advertising world. But all that began to change in 2005 and the media buyer’s world was reshaped and reinvented. That’s when Google, Pandora, YouTube, and something called Facebook entered the media vernacular and forever changed the way we think about media consumption and purchase influence.

Fast forward ten years, and this new set of consumers presents a new challenge. This is a mobile market, always on the go, always checking their phone, their texts, their social media. They grew up with all the advantages (and disadvantages) of being totally connected. They make the choice of what to watch when they want to watch it. Binge watching on Netflix is their norm, often watching in a group setting while they multitask on their tablet or laptop. This is the new Normal. And, advertisers not only have to take a holistic approach to their marketing mix, they have to think outside the box and plan their creative messaging strategy accordingly. Nothing is “normal” anymore. In fact, an ordinary media buy will get ordinary results.

Media planning five years ago was much less complicated than it is today. The hard part is knowing what medium to buy, what message to deliver, and what pathway the consumer will take to get to the end game of a purchase. Mapping out media consumption patterns these days is just as critical as mapping out the purchase pathway. Knowing how to transcend all demographics across all channels is the key. In an article on media consumption by eMarketer, the stats clearly show that TV viewing has given way to Online convenience among the younger demographic, dispelling the traditional way advertisers have been looking at their media buys:

At the Point Group, we pride ourselves on finding the right balance and integrating the message strategy to speak to the audience at hand in the way that audience wants to consume the message. From TV to digital video. From radio to digital banners. Let us help you with your strategic messaging and create a plan that not only integrates your website with your media play but also brings your brand to life in a way that gets heard and remembered. It’s an art and a science that we take seriously. And one that results in a balancing act of precision and numbers that make a difference.

Before you make you next marketing play, call us and see how the Point Group difference can help you take your media plan to a higher level.