Have your Youtube and OOH too
Gonzalez states: But what I do know is the average MLS fan, and presumably Red Bulls fan, doesn’t care about traditional marketing. They don’t care about billboards. The very idea of someone in the 18-34 age group reading a newspaper is nothing short of epically hilarious. That same age group is listening to traditional radio less and less, opting for streaming services like Spotify and Apple Music. I happen to think that this deserves a deeper look…
- 18-34-year-old MLS fans are 18% more likely to say they’ve noticed a billboard in the last 30 days than the average 18-34-year-old
- They are 10% more likely to say they’ve noticed a billboard than adults 35 and older
- They are 3% more likely to say they’ve noticed a billboard than they are to say they’ve used Apple Music or Spotify combined in the last 30 days
- 1 in 3 of these young MLS fans have read a printed newspaper in the last 30 days, and are 14% more likely to have done so than the average 18-34-year-old
- According to Nielsen, 9 out of 10 millennials still listen to the radio every week
Data from Simmons, Spring 2016 12 month unless noted Now, I’m not suggesting that YouTube isn’t a fantastic way to reach young MLS fans. The New York Red Bulls videos are fun and engaging. It is simply important that decisions about allocations be made with a foundation of strong data rather than a “perception” of what behaviors are true about a group of people. Finally, I’d like to point to a study recently conducted by the ARF which found that diversified advertising across multiple platforms delivers a higher ROI. For example, brands that advertised on 5 platforms had an ROI 35% higher than those who just advertised on 1! The study found that the optimal normative media mix to influence millennials is a combination of 71% traditional and 29% digital. So, have your YouTube, but don’t forget where YouTube places their ads when trying to reach millennials…
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