Planners, that is our Again to the Future second

Opinion: Technique Leaders

Media habits between young and old could also be diverging, however the identical planning errors are prone to repeating themselves.

Media consumption goes again to pre-pandemic ranges which additionally signifies that a distinction in consumption between generations is seeing an even bigger hole once more like seen earlier than the pandemic, in accordance with the IPA’s newest TouchPoints evaluation.

Perhaps this was one thing to be anticipated. However whereas previous consumption habits come again, now could be the possibility for media planners to withstand falling again into previous habits and making use of stereotypes to their media planning.

Somewhat than us falling again into pre-pandemic behaviours we will use this as an opportunity to critically take into consideration which viewers you actually want to succeed in (not those you’d solely like to succeed in), and, importantly, what the distinction in media consumption means in your planning.

Go one or two steps additional than simply fascinated about channels however have a look at how is every channel consumed provides very useful pointers in your media planning. Are there variations in your particular viewers?

I typically hear that every part must be about Gen Z. However are these individuals your precise consumers? Are Gen Zers your solely consumers? Or is your shopping for viewers broader when it comes to age?

Aren’t attitudes and pursuits extra related in figuring out your viewers and working a multi-channel media plan more practical than a social/digital-first marketing campaign that doesn’t assist you to construct up attain at scale?

See the price in older generations. Don’t dismiss a channel as a result of it’s simply consumed by an “older” viewers. Too typically, many neglect that older generations are likely to have larger shopping for energy and extra disposable earnings.

Channel consumption does differ, however just isn’t all black-and-white

Sure, youthful adults use digital channels considerably extra (80% in accordance with TouchPoints). And but, nonetheless, greater than half (51%) of all adults eat digital channels; practically a 3rd of that (28%) is the over-55s.

Whereas it is a vital distinction, please take into consideration the type of channels youthful audiences use. There are loads of social media channels. and it’s not smart to place all of your eggs in these specific baskets. Effectiveness is far decrease as in different, and infrequently gone-digital, offline channels which are additionally consumed by youthful audiences.

Don’t fall into the lure of following stereotypes of media consumption whereas additionally discrediting the worth of a broader or older viewers and forgetting about effectiveness of channels.

Younger audiences nonetheless eat non-digital channels (together with OOH however respect consumption is the improper time period right here) by 20% which frequently supply larger attain and effectiveness.

However with all that decline, bear in mind these offline channels have gone digital and channels corresponding to streaming and CTV which are related for youthful audiences, too. Netflix and Disney+ introducing cheaper, ad-funded, subscription choices for audiences with tighter budgets, can even be related to youthful audiences, because the report factors out.

It’s essential to think twice concerning the channel, its consumption, and its effectiveness of getting a message throughout and increase attain at scale. That is essential for media plans and to develop a model.

In any other case you’ll hit a ceiling very quick and preserve preaching to the transformed.

Nina Franck is an unbiased comms and media planner

Technique Leaders options on the Thursday version of The Media Chief‘s day by day bulletin with thought management, information and evaluation devoted to excellence in industrial media technique.
Join free to make sure you keep updated.