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Dr. Tanja Boga
Unit Director on Innovation and Tool Development, Mediaplus
Millennials in Germany follow their favorite content across screens and platforms throughout their day, and brand marketers perform better if they can keep up with them. eMarketer’s Sean Creamer spoke with Dr. Tanja Boga, unit director on innovation and tool development at advertising agency Mediaplus, about how the company has shifted its media plans to reflect the ways millennials in Germany consume media.
eMarketer: Are millennials in Germany consuming print media at all, or are they fully digital?
Dr. Tanja Boga: Print, especially newspapers, is losing reach quite drastically with millennials. Newspapers reach around 35% of 14- to 29-year-olds. Magazines, on the other hand, reach 86% of this target group. In print especially, there is a shift away from classic print to digital offerings from historically print media. We found this out through basic research we conducted on the video consumption behaviors of millennials for a German distributor of cinema movies.