For decades, video has helped brands to tap into discretionary income. From baby boomers to generation X, the small screen offered a tried and true way to boost brand recognition and create sales lift through unique and memorable marketing campaigns. But, around the turn of the century, this impact began to shift as the makeup of America’s workforce began to dramatically change.
Millennials now make up the country’s largest generation by population. They command a staggering $1.3 trillion in annual consumer spending, a number that is poised to continue growing as this generation enters its earning prime. Until recently, however, millennials were largely ignored by marketers. Unlike their parents, millennials ignored traditional advertising avenues, like television, making them notoriously difficult to reach.