Have your Youtube and OOH too
Billboard Insider, an informative source for all things billboards, shared this blog article showing why billboards remain relevant in the internet advertising world.
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…
You can find more articles like this at the Geopath blog.