Marketers know they must connect with millennials.
The how, where and when is what so many teams are struggling with.
Apple Bank was launching a new product, ‘the everyday account’ that combined saving and lending features, for which they were targeting millennials. Apple’s Media Planner was provided with a broad segment of millennials to target with 20% of the go to market ad spend.
The challenge is that millennials are not one cohesive segment purely defined by the time in which they were born. There are many segments and profiles within the millennial demographic.
Tight budgets often mean marketers and media planners lack the resources to further segment existing targets, a critical step in dissecting the millennial bunch and a good indicator for media selects.
Instead, Media Planner’s employ ad-hoc media monitoring to see how competitors are messaging to this group and position themselves accordingly.
Now marketers can access both insights and competitive media monitoring through one interface, intelligentVIEW.
Quick segmentation with intelligentVIEW reporting
intelligentVIEW Segmentation Reports provide a detailed breakdown of the millennial persona.
Keep Your Campaigns Close and Competitor Campaigns Closer
Competitive Media Monitoring with intelligentVIEW AdSpot
Competitive media intelligence is a key differentiator for banking products and now are accessible in real time with a few clicks of a button.
The Apple media planner highlights four competitors with a similar product. Instantly she has access to creative, brand and market share reporting to understand the competitive media landscape her product will be entering.
Image source: intelligentVIEW AdSpot interface
By defining millennials and seeing the media landscape first hand, the 20% ad spend is allocated to channels that will influence the target.
Millennial segregation and competitive media monitoring can be achieved through one accessible, integrated interface.