This is an interview between eMarketer and Matt Britton CEO & Co Founder of Mr. Youth. Mr. Youth is a boutique agency specializing in marketing activities geared toward millennials, including word-of-mouth, experiential marketing and social media.

This year, Mr. Youth launched Crowdtap, an on-demand participation network used by more than 50 brands and agencies.

**Matt Britton and eMarketer’s Tobi Elkin talked about millennials’ media usage patterns, attitudes and preferences and how marketers can successfully engage them.

Here's what caught my attention:

What can marketers learn?

**They’re simply not watching and consuming television content, which is where 60% percent of ad dollars are still spent.

**They’re consuming their video content via Hulu, Netflix, iTunes and on mobile devices. And they’re pirating content.

**The same goes for radio—they’re not listening to radio the same way anymore. They’re listening to Spotify and Pandora.

**They’re also consuming online content differently. Marketers can’t rely on the massive bucket of broadcast media dollars to reach this generation.

**Marketers need to rethink the way they talk to this generation as a whole and ask:

****“What are the need states of these consumers?

****What are they looking for?”

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