How Do You Reach Millennials?

FACULTY DISCUSSANT: DR. UM SUNGYONG

STUDENT DISCUSSANT: MR. AHMAD ASADULLAH


ABSTRACT:

The millennials, as the largest generational group in many countries, are proving to be a challenging consumer market segment. Millennials are intriguing and completely different from past generations with regard to media consumption patterns and habits as they are the first generation to grow up literally attached to smartphones and tablets, with access to social media and mobile applications, and the way to find, consume and act on all information including targeted advertising. Therefore, it is important for advertisers to understand how millennials acquire information and consume media content. This seminar will provide a glance at the application of ad targeting alongside the millennials' media consumption trend.

BIODATA:

Mr. Yoon Han is a Ph.D. candidate in the Department of Information Systems and Analytics, School of Computing at National University of Singapore (NUS). His primary research interests lie in a broad topic related to the effect of new digital innovation on consumer behavior in a mobile ecosystem.