Hendin+C+Press+Release

Hendin C **//THREE CRITICAL ELEMENTS FOR PRESS RELEASE//** Contact: Paul Miers – Proximity - 410.704.3638
 * For Immediate Release**
 * More than 40% of U.S. households under age 35 watch Internet video on their TVs**
 * //Proximity to Present Gen Y Television Viewing Behaviors at 2010 Video Advertising Conference//**
 * BALTIMORE, MD – April 26, 2010 –** Proximity, the leading consulting firm for companies wishing to advertise to Gen Y, announced today that Clark Hendin, Head Researcher for Proximity’s video division, will be presenting at the 2010 Video Advertising Conference on Monday, May 3 2010 in Baltimore, MD. The topic, “Advertising in the TiVo Era,” will cover methods for companies who wish to promote their products to a generation of consumers that prefers to fast forward through commercials or watch broadcast TV online with limited commercial interruption.

With television commercials becoming increasingly avoidable, companies need to find new ways to advertise to a generation of consumers known to have short attention spans. The following are some key ways Gen Y avoids advertisements while enjoying video entertainment.
 * Many television shows and movies are available for free on websites like Hulu.com. Hulu, according to Bruce Temkin, a vice-president and principal analyst with market researcher Forrester Research, is “a prime example of Gen Y-oriented design."
 * More than 40% of U.S. households under age 35 watch Internet video //on their TVs// at least once a month. Gen Y uses services like NetFlix to download movies and TV shows to their TV through devices such as a PlayStation 3, Nintendo Wii, or Xbox
 * Services like TiVo and DVR allow Gen Y to record programs to be viewed later while with the option to fast-forward through the commercials. A survey conducted by gaming site NeoPets for Advertising Age found that “86% of respondents, all 23 years old or younger, have a VCR or personal video recorder like TiVo, and 54% say they use it.”

“Gen Y — born between 1977 and 1994 — are worth $200 billion in spending per year, and they affect another $300 - $400 billion in family spending (i.e. restaurants, clothing, and even cars). But they're ignoring ads on traditional media, choosing instead to consume media online and on their cell phones, the home of digital brand promotions. So they're not actually seeing your TV commercials, hearing your radio spots, or reading your newspaper ads.” - //Julie Ross, President of Rostin Ventures//


 * About Proximity**

Proximity is a Gen Y on-demand media strategy group. Its analysts know how to connect with their generation using campaigns designed for the new media landscape. Because it is associated with Towson University, Proximity has immediate access to a large student population and the expertise of faculty who specialize in marketing and media research.

Proximity offers its clients a full range of services for developing and executing customized campaigns that can reach any segment of Gen Y. It regularly conducts on-line surveys and focus group sessions to keep marketers up to date on the social trends and emerging technologies that determine how this cohort communicates and what it purchases. Visit Proximity's blog at http://proximityblog.blogspot.com/ to read more about its take on the social media revolution.