Maker Studios’ chief content officer Erin
McPherson has a few words of advice for
marketers trying to reach millennials:
You’re not going to get them with
traditional ads.
“This generation doesn’t dislike brands,” McPherson
said at the Interactive Advertising Bureau Annual
Leadership Meeting in Phoenix on Monday. “What
they don’t like is advertising.”
According to McPherson, Maker Studios is now the
largest distributor of short-form video content in the
world. It gets 11 billion monthly views, with 70
percent of its audience overseas. Sixty percent of
viewers are between ages 13 and 34.
What the multi-channel network has learned is that
viewers are watching less TV, and its audience is
moving increasingly to mobile devices, with 50
percent watching on the smaller screen and
viewers are demanding shorter clips. Even Netflix
has noticed that 87 percent of its viewing sessions
on mobile devices were under 10 minutes.
To reach millennials, brands need to trust content
creators. McPherson explained that because these
online video creatives pay special attention to their
audiences and refuse to do anything that would
ruin those relationships, their native content
resonates.Their methods of working with brands
might seem risky—like poking fun at them through
“reverential teasing”—but they can actually increase
brand loyalty.
Locally back here in Nigeria a company that had made use of their online platforms very well includes DURACELL, GTBANK & VISA CARD. NISSAN has decided to rev up its online campaign also in light of the upcoming AFCON CUP as politicians take to social media to increase their mass appeal.

excerpts from: adweek
additional contribution by :@djshyluckjimmy
facebook/instagram: @jimmyadesanya


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