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Chief Strategy Officer, Carat UK
Millennials in the UK still watch TV, but their attention is divided across all the screens they own. As a result, marketers must spend more to ensure that they reach millennials on the plethora of devices they use to watch TV shows and video each day. Dan Hagen, chief strategy officer of global marketing agency Carat UK, spoke with eMarketer’s Sean Creamer about why millennials are so hard to reach in this new media landscape and how the company helps brands loosen their grip on TV advertising.
eMarketer: Is it costly for brands in the UK to reach millennial audiences on linear TV?
Dan Hagen: It is brutal to reach that younger audience. Brands building reach for millennial audiences on linear TV find that the cost per reach point has increased by as much as 20% over the last two or three years.