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Millennial behavior helps shape Condé Nast Entertainment?s mobile video strategy

NEW YORK ? Condé Nast Entertainment executives at the Mobile Women to Watch 2015 Summit said that statistics in millennial behavior is helping to shape its overall marketing strategy due to their extensive use of mobile devices.

The executives? ?Mobile, Social and Video: Drivers of Digital Growth with the Millennial Audience? session looked at statistics on the millennial demographic and their common behaviors involving smartphones and sharing content. Knowing that millennials are most prevalently consuming and creating video and social content on their own personal devices, Condé Nast Entertainment aims to stay connected to these always connected, emerging consumers.

?It?s no surprise that mobile has been growing over the past ten years,? said Mei Lee, vice president of marketing at Condé Nast Entertainment , New York. ?Mobile simplifies transportation through apps like Uber, the dining experience through apps like Seamless and the beauty experience with Glamsquad.

?This year, 2014, is the first year that smartphone users make up more than half 53% of the US population,? she said. ?Think about that; that?s huge.?

Condé Nast Entertainment is a division of Cond é Nast that focuses on the development, production, and distribution of original television, feature film, and digital video offerings based on the company?s media brands, which have been creating content for more than 100 years.

Mobile Women to Watch 2015 Summit is a Mobile Marketer presentation.

Statistics to share
During their presentation, Ms. Lee and Ms. Rochelle Ballard, manager of digital business strategy and analysis at Condé Nast Entertainment , New York, shared data from Neilsen, ShareThis Study and eMarketer, among others.

Mobile enables an environment to always stay connected, and 60 percent of U.S. Internet users are almost always connected to a technological device. Also, U.S. adults spend nearly three house of time per day on their mobile devices.

Millennials are the most active demographic in this space, assessing mobile sites multiple times per day, and nearly two-thirds (64 percent) of U.S. millennials claim their mobile device is the primary method of browsing the Web and using apps.

While millennials are not always sharing content, they are much more likely to than any other age group. They also consume lots of digital video content, and mobile video consumption will only continue to grow.

Due to this fact, Condé Nast Entertainment is working to create content with Cond é Nast publications that responds to millennials habits.

For example, Vogue Magazine took a typical celebrity interview and revamped the presentation of it to appeal to a younger audience that tends to have lower attention spans.

A Condé Nast Entertainment producer interviewed Sarah Jessica Parker in her New York home and asked her 73 speedy questions while videoing it. The compilation in video form is only about six minutes long.

The Condé Nast Entertainment-produced Vogue video was posted on YouTube, Vogue.com, and TheScene.com, as well as various distribution partner sites. The video has since generated nearly three million video views.

These efforts provide enticing content that is presented to the viewer in a digestible format.

Recent news
Condé Nast's publications are actively participating in mobile marketing.

For example, Condé Nast?s Allure and skin solution system SkinBetter are now providing in-depth skin analysis in a new tool available online and via iOS and Android mobile applications to give consumers an at-home reference for their skincare needs.

As traditional dermatology has always required doctor visits and product testing, the SkinBetter Skin Analyzer takes a new approach to skincare with its mobile offerings. Requiring less effort, the tool provides convenience and appeals to younger audiences (see story).

Allure continues to extend its knowledge of beauty to the mobile space.

Backed by content from Allure, beauty-appointment tool BeautyBooked has released an app, expanding its reach to on-the-go consumers looking to book last minute appointments in several cities around the country.

Users of the app can access editorial reviews from Allure.com and join the rewards program to reap benefits. Beauty booking apps are appearing at rapid pace in order to address women?s desire for mobile beauty solutions and to provide exposure for salons and spas (see story).

Condé Nast Entertainment prioritizes innovation in its efforts to effectively reach its audience.

?If you?re creating video content, you know that video content is something that is socialized and shared,? said Rochelle Ballard, manager of digital business strategy and analysis at Condé Nast Entertainment, New York. ?One way to create that type of content for the millennial audience is to leverage data and insights and find out what resonates with them and what will inspire them to share.?

Final Take
Rochelle Ballard, manager of digital business strategy and analysis, and Mei Lee, vice president of marketing, at Condé Nast Entertainment, New York