It’s important to note that this new generation is not an age group, it’s an attitude and mindset defined by key characteristics: connection, community, creation, and curation. Social Media represents 28% of all time spent online for this segment, where they connect with a robust community of fans and followers across all screens and devices. This segment thrives on creating impactful content and curates share-worthy content as a way to influence and connect with their community, including content from brands. This highly connected online behavior needs to be top of mind for marketers, with social media advertising playing a key role to reach this highly engaged audience. Case Study: In a single property multi-channel campaign targeting Generation C, social media ads performed 8 times better than a display campaign on a travel publication website. Get the full story at HeBS Digital