NCC Media

The Millennial Reach.


The Millennial ReachI’m moderating an Advertising Week panel next Wednesday called “Breaking Through:  Media Strategies that Impact and Reach Millennials.”  I didn’t name the panel:  If I had, I’d probably have left the word reach out of the description.

As I’ve told many customer groups over the last few years, reaching millennials is not the problem.  There are a hundred programmatic strategies to put an ad message in front of a critical mass of millennials. Heck, a reasonably well-designed cable buy will get you the reach, if that’s what you care about.  But reach is not the point.  In fact, for publishers and media companies it can be a fatal distraction.

This week’s Drift is proudly underwritten by AppNexus. Join AppNexus at this year’s Yield Executive Summit, taking place on Wednesday, September 28, in New York City.  We look forward to an exclusive day of discussions and presentations with top influencers in digital advertising as we examine the essential tools that every publisher must have for successful monetization and digital acceleration.

When reduced to the concept of reach, millennials are the new adults/25-39. It’s just math. When it comes to impact, however, there’s a lot of good work to be done.  Most of what we think we know about millennials is made up of stereotypes and bland generalities.  But one thing is true:  they are the first generation to grow up in a world of constant connection and unlimited media and communication choice.  And that fact informs the ways in which we can truly help marketers.  We need to give them solid guidance on three factors:  distribution, form and tone.

Distribution:  To the cable programmer, the connection has to be made on its own channels; to the web publisher, it’s all about who comes to my site or spends time with my app.  But that’s becoming a fool’s errand.  We must understand and offer strategies based on how young consumers will really experience, participate in and share the conversation.

Form:  Is the banner ad a dead issue in persuading millennials to do anything?  Pretty much.  And the canned 15 or 30 second pre-roll ad is not far behind.  And the kind of typical social posts executed by many marketers today are also headed for the boneyard.  The question we need to help marketers answer is, “when it comes to millennials, what will replace the ad unit?”    In the short run, we can advise them on things like ad size and video length, but that’s really just kicking the can.  Millennial consumers reject ads.  We need something else.

Tone:  Perhaps the best way for publishers and media companies to make a difference for marketers is to become their millennial translators.  Too often, the marketer’s attempts and native content, social participation or influencer marketing have the same effect as your dad showing up at the bar where you and your friends hang out.  And if he’s grown a hipster beard and tosses out cliché buzzwords, all the worse.  Finding an authentic and legitimate voice in the millennial conversation is what is most imperative to the marketer.  You can help with that.

Care to join the conversation?  Post your comments below and plan to join us on Wednesday, September 28th at 4:30 at the Liberty Theater on 42nd Street.  Walker Jacobs (Fandom), Kathy Kayse (Yahoo!), Andrew Capone (NCC) and Ben Dietz (VICE) will help us unpack the issues.  If you’re not registered, go here. See you next week.


Being Grateful.


It’s a short week at the close of a busy, hectic year.  It’s also the time when many of us take our last breath before the sprint to make Q4 numbers while simultaneously shopping for the holidays.  So during this all too short breather, a quick note about the people, ideas and values for which I’m really grateful. Thanks go out to…

The 3-4 sales people in every workshop I teach who are truly dedicated to the profession of media sales.  I recognize your ambition and commitment, and they inspire me to keep doing what I do.

Those who read, comment on and forward The Drift to others in their companies.  Because of you, meeting this weekly deadline has become something I look forward to.

Ad:tech and the past recipients of the Industry Achievement Award.  To be recognized by such an amazing group last spring was humbling and inspiring.  I feel like it’s something I have to continue to live up to in the years ahead.

My wife Sharon and my daughters, Lucy and Madeline.  I’m grateful that such amazing women choose to keep me around so that I can see  the great things you each do for the world.

The people at iMedia, ad:tech, the IAB, AdMonsters, Evidon and Business Insider who’ve all given me the chance to speak or moderate at their events this year.  I hope everyone who ascends your stages feels the same gratitude and commitment that I do.

Enduring, enriching friendships with people like Wenda Harris Millard, Scot McLernon, John Durham, Dave Morgan, Larry Kramer, Rick Parkhill, Tom Deierlein, Charlie Thomas and Mark McLaughlin.  Through inspiration, support  and advice, you’ve all contributed so much to what I do.

The advisors who continue to guide The Seller Forum into its tenth year, and the sponsors — Collective/Amp, PubMatic and Mojiva — who continue their commitment to this unique and valuable environment.

Tamara Clarke and Christina Ross who work hard every day making sure the experience of working with Upstream Group continues to be a great one.  None of this would work without you.

All the companies who’ve been our customers this year  — for training workshops, Seller Forum events, Drift sponsorships, consulting and more.  33 Across, A&E, About.com, AccuWeather, Adap.tv, Adara Media, Adconion, Adobe, AdoTube, ad:tech, Amazon, AOL, AT&T AdWorks, BabyCenter, bizjournals, Bizo, Blue Kai, Bonnier Corp., Brand.net, Burda, Burst Media, Business Insider, Buysight, BuzzLogic, Cars.com, CBS, Centro, Collective, Comcast Interactive, comScore, Condé Nast, ContextWeb (PulsePoint), D&B Digital, deviantART, Discovery Communications, Disney, DMG WorldMedia, eHarmony, ESPN, Everyday Health, eXelate, Facebook, Fairchild, FOX News, FOX Sports, Gawker, Google, Grab Networks, Halogen, Healthline, Hearst Digital Media, IAB, IGN Entertainment, iMedia, InflectionPointMedia, Interclick, ITN Digital, Jingle Networks, Jumpstart Automotive, Kontera, Krux Digital, Lotame, LucidMedia, Martini Media, Meebo, Meredith, Microsoft, Mojiva, Monster Media Networks, Move, Inc., MTV, MyWebGrocer, Nature Publishing Group, Navteq, NBC Universal, NCC Media, The New York Times, Newspaper National Network, Orbitz, PubMatic, quadrantONE, Quantcast, Reader’s Digest, Remedy Health Media, Resonate, RMM Online, RTL Netherlands, Seeking Alpha, Sojern, Sugar Inc., TechMediaNetwork, The Daily, Hollywood Reporter, Weather Channel, TheStreet.com, Thomson Reuters, Travel Ad Network (Travora), Tremor Video, Triad Digital, Turner, TVGuide, Us Magazine, Undertone, Upromise Inc., Vertical Acuity, Washington Post, Weatherbug, WebMD, WhitePages.com, Yahoo! and YuMe.

And last but not least, I’m grateful that none of this is even close to being finished.  That there are so many ideas yet to be conceived, so many mysteries yet to be framed, so much of the future left to be invented.  Here’s to being grateful for what this year has brought us, and to remaining excited about what the years ahead will offer.  Happy Thanksgiving.