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Digital CPG Roll
30
Nov
Photo Credit: Lululemon.
Online video continues to explode, and guess who has lit the fire? Women aged 25-44 are a major force behind the rapid adoption, according to Nielsen who worked with TODAYshow.com to “delve into the motivations and mindsets driving women’s video consumption.
Four key themes stood out:
- Streaming among women is governed in large part by life stage and daily to-do lists, rather than age or employment status.
- Digital mindsets change over the course of the day and vary according to time, mood, location and “available mindshare.”
- The value of video as “social currency” is on the rise, leading some women to largely favor links suggested by friends.
- Emotional triggers impact viewing, specifically the types of content consumed.
So if you’re looking for a cutting-edge campaign to connect with your target demographic of women, consider perhaps, creating online video content. It could be a relevant series to your brand, or even a commercial, since online advertising is often seen as entertainment itself.
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