Comment assurer le succès d’une campagne programmatique auprès des Millenials ?

  • Génération du numérique et cible privilégiée de tous les marketeurs, les millennials ont fait évoluer les modes de consommation et amené les marques à repenser leur approche du marketing. Mais comment séduire et engager les digital natives ? Gamned!, seul trading desk indépendant, décrypte les leviers pour mieux communiquer auprès de ces consommateurs bien plus complexes qu’il n’y paraît.

     Les 18/34 ans représentent près de 16 millions de consommateurs en France et ils constitueront plus de la moitié de la population active d’ici à 2020. Hyper connectés, ils ont instauré un dialogue permanent avec les marques et exigent d’elles des expériences sur-mesure en conformité avec leurs attentes et leurs engagements. Quels messages leur adresser, quels canaux envisager pour assurer une campagne de programmatique efficace ? Gamned! fait émerger 5 enseignements clés :

    1. Diffuser sur le bon device : le mobile

    96% des millennials sont équipés de smartphones et y consacrent entre 5 et 6h par jour.  Mobile first par essence, c’est également vers le smartphone qu’ils se tournent pour comparer les prix, s’inspirer et se renseigner avant d’acheter. Le mobile est donc le canal incontournable pour diffuser des campagnes.

    1. Choisir les bons formats : la vidéo et l’audio

    Si le native advertising reste un moyen efficace d’adresser les millennials (57% consultent du contenu en ligne mais s’il est sponsorisé), pour les engager il faut également investir les formats vidéo (59% d’entre eux visionnent des vidéos en ligne et y passent en moyenne 1,9h par jour) et audio (70% écoutent de la musique chaque jour et 59% utilisent des plateformes de streaming) qui s’inscrivent comme leurs media favoris.

    1. Personnaliser les messages

    Les millennials sont exigeants quant à la qualité des messages publicitaires qui leur sont adressés. Pas question de les soumettre à des campagnes non ciblées. 64% des 18/34 ans exigent des publicités créatives et pertinentes. Il est impératif de soigner les messages et le ton utilisé en s’appuyant sur des bannières personnalisées (DCO).

    1. Miser sur les réseaux sociaux et les influenceurs

    Une campagne de programmatique réussie s’appuie invariablement sur les influenceurs et les réseaux sociaux. Adieu les campagnes télévisées, oubliés les 4×3 pour baby-boomers, place à Snapchat, Instagram, Youtube, … Car le meilleur moyen de parler la langue des millennials, c’est encore d’intégrer les espaces qu’ils maîtrisent le mieux. Grands adeptes des réseaux sociaux, ils sont 71% à les utiliser et 41% déclarent être influencés par la publicité. Acteurs majeurs de leur écosystème, les influenceurs jouent un rôle indéniable dans la prise de décision, ainsi 92% de la génération Y leur accorde plus de confiance qu’aux posts de marques.

    1. Opter pour le social-gaming

    Génération X ou génération Y, les jeunes et le gaming ont toujours fait bon ménage. C’est encore plus vrai pour les millennials, 57% jouent à des jeux sur applications et 80% de ces gamers ont acheté au moins une fois en ligne au cours du mois passé. Un canal publicitaire à ne pas négliger donc !

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