A study by video ad tech company Unruly shows that millennials are 112% more likely than the average person to share video ads.
These 18-34 year old digital natives have a global spending power of $2.45 trillion, making them one of the most highly sought-after advertising demographics. However, while the group is more likely to enjoy and share video ads, they are also the ones mostly likely to block and mute ads. The study delves deeper into this issue to uncover what turns off and attracts millennials about video ads.
Results from the study have found that a majority of participants are turned off with poor quality advertising, especially when they feel that the brand doesn’t feel authentic or when they repeatedly see the same ads. These millennials have cited happiness and inspiration as the primary element in video ads that resonate best with them.
Here are the top-line results from the study:
- 93% of Millennials say they’re considering ad blockers
- 59% of Millennials think there are too many ads
- 84% of Millennials regularly mute video ads
- 74% of Millennials lose trust in a brand if an ad “feels fake”
- Millennials are 23% more likely to enjoy relevant ads
- Millennials are 112% more likely than the average viewer to share the ads they like
- Millennials are 27% more likely to feel happy and 25% more likely than the average viewer to feel inspired by video ads
- Zeitgeist is the top reason millennials share videos
- 74% of Millennials watch videos on their laptop
- 63% of Millennials demand more control over their video advertising experiences
As the generation most overexposed to ads, millennials constantly seek out ways to clean up their online experiences and install ad blockers, presenting advertisers with a great opportunity to create content that can cut through to engage and inspire millennials.
They are the digital-first trendsetters of society and hence have a lot to offer with their widespread reach and powerful advocacy. However, they are also the riskiest to target as any wrong moves could potentially ruin their impression of your brand and result in them actively avoiding your brand.
Unruly’s Future Video Survey gathered the results of over 3,000 people from the US, UK, Germany, Australia, Sweden, France, Indonesia and Japan. Together with Unruly Pulse, the company’s first-party data on emotional advertising, the data helps brands to learn how millennial audiences differ in behavior and preference from any other generations.
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