Brain Blink: Millennial NOTs

A survey of 5,000 Millennials (16-28) by the "Mr. Youth" agency found that they are a bunch of NOTs. They are NOT:

• Watching television.They're watching Hulu, Netflix, iTunes and mobile devices. (Surprisingly, 60% of ad dollars are still spent on television.) 
• Impressed with a brand's presence on Facebook, unless it's meaningful. "Getting as many people to click "like" as possible and then flood them with marketing messages is not a strategy," explains Britton.
• Interested in a brand, unless it adds value to their life or offers a compelling experience, e.g. a reward for sharing content, or a social gaming experience.
• Listening to traditional radio. They're listening to Spotify and Pandora.

Idea: Before recommending that next digital idea aimed at Millennials, ask yourself: Is this something that truly provides value to that audience? Is it offering a chance to experience something entirely new and rewarding? Is this something that audiencewould think is interesting anduseful? If not, find a way to make it so, or … NOT.

(Special thanks to Brooke Hovey, CW/Austin)