“The ad experience has changed. Measuring ad effectiveness hasn’t. Until now." IMMI – Integrated Media Measurement Inc. track all media 24/7, and research concerning media consummation. IMMI collects the research and analyze the data, advising their clients on trends and the best means and methods to reach consumers.
Movie-watchers consume more media than the non movie-watchers. This is the conclusion IMMI has made from one of their researches. This particular research focused on college-aged youth. . This is extra interesting hence it’s usually the most sought after group by digital advertisers.
"What we found here is that they look for those opportunities to consume media no matter what happens," said Tamara Gaffney, director-client services, IMMI. "They seem to have a voracious appetite that doesn't end -- the extent to which they're consuming media is surprising."
"This age group is eager to be entertained," Mr. Walsh added, "and they access it aggressively across a wide range of platforms."
Indeed, the lessons advertisers can take away from these findings are that there are a wide variety of ways marketers can reach teens and young adults. It's also important to note young people have a short attention span, so if your ads don't catch their eye, someone else's will.
"This is saying that you can't rely on any one hook to bind this demographic. ... They're not sitting around waiting for someone to come around, they're seeking it out at the most convenient time,"
Read Article in Adage
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