OMD & NewsLifeMedia Team Up To Get Inside Millennial Minds

OMD & NewsLifeMedia Team Up To Get Inside Millennial Minds
SHARE
THIS



OMD and NewsLifeMedia have partnered to commission a study with AMR Research to help understand the complexity of consumer behaviours in contemporary Australia today.

The Millennial Moments study uses passive data tracking technology to truly understand the mobile behaviours of Millennials.

While much research has been done to survey consumers on their reported behaviour, there has been little Australian research to date which has tracked actual consumer behaviour across mobile devices.

The Millennial Moments study provides marketers with an opportunity to get under the skin of Millennials and explore their differences by life-stage, and through a post-tracking survey administered to all respondents, see how they differ attitudinally.

Through a combination of follow-up survey and tracking data, the study uncovers key insights into Millennial mobile behaviour, including the apps and sites visited, duration of visitation, activities done at different day parts and in which different geographical locations; for example during commuting, shopping, work and play.

Uniquely, given the level of data generated, the study also provides a platform for ongoing analysis to be conducted over coming months to deep dive into specific categories and behaviours.

Peter Horgan, CEO OMD Australia commented, “Mobile is an increasing focus for all of our clients and there is currently limited tracking around consumer’s usage. We partnered with NLM to deepen our collective understanding of millennials’ usage of mobile through the path to purchase. This will enrich our ability to connect with this increasingly important audience with their device of choice”.

Nicole Sheffield, CEO of NewsLifeMedia added, “This is the most ambitious research we’ve embarked on, as tracking mobile behaviour is one thing but through the lens of the always on millennials is truly enlightening. We were delighted to work with Australia’s largest media agency OMD to ensure we could use big data to unlock the human behaviour of this powerful generation of consumers.”

OMD and NewsLifeMedia will be presenting the Millennial Moments research in Sydney and Melbourne, during October and November respectively.

Please login with linkedin to comment

Latest News

Case Study: How Content Helped Tribal Marketing Come To Life Amongst Rev-Heads.
  • Opinion

Case Study: How Content Helped Tribal Marketing Come To Life Amongst Rev-Heads.

In this guest post, CEO of content marketing agency Edge, Fergus Stoddart (pictured below), says brands would do well to play on their customer’s loyal tribalism… Normally over Christmas, any downtime is spent asleep on the sofa, mildly lubricated with a belly full. This year, with the Ashes in the background, I managed to stay awake […]

Opinion

by B&T Magazine

B&T Magazine
Red Bull Holden Racing Team Unveils 2018 Cars On Sydney Harbour
  • Marketing

Red Bull Holden Racing Team Unveils 2018 Cars On Sydney Harbour

Red Bull Holden Racing team took the covers off its 2018 Holden Commodore Supercar today. Floating on a barge in Farm Cove, the harbour provided a stunning backdrop for the reveal. Teammates Jamie Whincup and Shane van Gisbergen have won the past two championships for the squad. Whincup, now the greatest of all time with seven Supercar’s titles, […]

Victorian Government Launches VR Bushfire Experience Via The Fuel Agency
  • Advertising
  • Campaigns
  • Technology

Victorian Government Launches VR Bushfire Experience Via The Fuel Agency

As part of its summer fire campaign, the Victorian government has launched a virtual reality (VR) bushfire experience and content series via The Fuel Agency. The VR experience places the user in the midst of a large bushfire, and is designed to encourage people to leave early on high-risk days before it’s too late. The […]

Local Ad Tech Company VeNA Partners With RugbyPass
  • Advertising
  • Media
  • Technology

Local Ad Tech Company VeNA Partners With RugbyPass

ad tech company VeNA has signed an exclusive reseller partnership covering Australia and New Zealand with digital rugby network RugbyPass. Across Asia and parts of Europe, RugbyPass is the exclusive digital rights holder and over-the-top broadcaster for live rugby, including the Super Rugby, the Rugby Championship and autumn internationals, the Six Nations, the Aviva Premiership, […]

SpotX Appoints Gavin Buxton As Asia MD
  • Advertising

SpotX Appoints Gavin Buxton As Asia MD

Video advertising platform SpotX has announced it has appointed Gavin Buxton as managing director of Asia to lead the company’s expansion in the region. Buxton has over 17 years’ global experience in the digital advertising space, having worked in leadership roles at tech and publishing companies, including Microsoft, Turner Broadcasting, and LinkedIn, with the last […]

Big Mobile Doubles Down On Ad Tech & Rebrands
  • Advertising
  • Technology

Big Mobile Doubles Down On Ad Tech & Rebrands

B&T Awards 2017 finalist Big Mobile has unveiled a fresh look to reflect its new ad tech credentials. The company successfully pivoted its business from ad network to mobile ad tech vendor when it announced a joint venture (JV) with Widespace in October last year. As a result of the business changes, Big Mobile wanted […]

March One Appoints New Senior Account Manager
  • Advertising

March One Appoints New Senior Account Manager

Independent ad agency March One has appointed a fresh face to the team, with Melanie Tozer to reinforce its mission to put humans first as a senior account manager. Tozer (pictured above), an up-and-coming talent from New Zealand, will align her extensive experience in FMCG marketing with March One, having worked on accounts for Bunnings […]