Per Mindshare, get ready for less focus on Millennials (gasp!)
By Toni Fitzgerald
Advertisers have been obsessed with Millennials for what seems like forever.
They overreact to even the slightest of trends among this group.
Millennials mull cutting the cord? Time to pull back on TV advertising, even though the majority of 18-34s still use the medium heavily.
Millennials love Snapchat? Time to shift our money there, never mind that research suggests people don’t look at those ads.
If you’re tired of Millennial mania, then good news — you’re going to like 2017.
This may be the year when advertisers, and by extension media buyers and planners, come to their senses and begin valuing other demographics again, most notably Baby Boomers, who got left behind in the surge toward Millennials.
That’s according to an annual report from Mindshare, which looks at trends for the coming year in advertising.
One of them, it predicts, will be the “Boomaissance,” or the reemergence of Baby Boomers as a group targeted and respected by advertisers.
Mindshare calls the new ease and happiness levels people achieve as they mature the “Middle-Age Millennial mindset,” and it notes these Boomers’ greater comfort with technology will spur new investment in reaching them.
It advises advertisers to make sure Boomers are included in any media plan and to “take a Boomer view of the world in research and media.”
In addition to the reemergence of the Boomer, here are several other trends Mindshare predicts will emerge in 2017. Advertisers should be staying on top of these trends in order to craft their ad strategy accordingly.
1. Recognizing different ideas of success
One thing Millennials have taught the marketplace: Success isn’t measured by one metric. New voices and new perspectives are changing the way people see success, and it’s important for advertisers to realize nothing is “one-size-fits-all” any more.
2. Realizing beliefs don’t match reality
Ideology increasingly guides people’s beliefs more than actual facts – no matter which side of the partisan divide people are on. Mindshare advises: “Reassess what it means to advertise post-election.”