Trying to nab the eyeballs of the illustrious Millennial which the industry is going gaga over? Well turns out that while they’re the most likely demographic to share videos, they’re all the ones that are using ad-blockers and muting ads.
They have global spending power in the trillions and are merciless when a brand stuffs up.
Findings from video ad tech company Unruly show fakeness is not tolerated one iota and 93 per cent are looking to install ad-blockers to get rid of those creepy ads that aren’t relevant and follow them around the internet.
“For advertisers wanting to connect with Millennials, this is a high-risk, high-reward demographic. Millennials are digital-first trendsetters,” said Sarah Wood, co-CEO of Unruly.
“Get it right with this uber-connected audience and you have the potential to unlock widespread reach and powerful advocacy. Get it wrong and they are unforgiving: if you appear inauthentic or interrupt them with ads, they will actively avoid your brand.
“They’re overexposed to ads, and looking to clean up their online experiences by installing ad blockers. This presents a great opportunity for the advertisers who take the time to create content that cuts through to engage and inspire Millennials.”
Still, while some 84 per cent of Millennials will mute ads, Unruly stressed this doesn’t mean they’re not paying attention. It just means creatives have to include actual interesting visuals.
Here’s some other stats to scare the bejeesus out of you and swell with pride and inspiration.
More than half of Millennials reckon there’s too many ads and 74 per cent will lose trust if an ad feels fake.
“Advertisers need to be self-aware and ensure their messages match their brand’s core values,” said the report.
“Smart advertisers don’t make claims that demonstrated behaviour, product experience, and press coverage can’t support.”
On the flip side though, if an ad’s relevant to a Millennial, 23 per cent of the time they’re going to enjoy it. Although, that does mean 77 per cent of the time they won’t enjoy a relevant ad…
Still, if they do enjoy the ad, they are 112 per cent more likely to share the ad with fellow comrades.
And whatever is trending in society at the time makes a video more likely to be shared.
A now banned ad for mobile game Gold and Goblins features a man readying to strike an unsuspecting woman over the head with a chair. The advert which appeared in the games ‘Hooked Inc: Fishing Games’ and ‘Quizzland’ has been accused of “trivializing and condoning” domestic violence. The Gold and Goblins ad began with a […]
Hamish Thomson, author of It’s Not Always Right to be Right, is a former regional president and global brand head for Mars Incorporated (UK, Australia, Chicago), a senior sales and marketing lead for Reebok International (England and the Netherlands) and an account exec in the London advertising scene. In this guest post, Thomson says you […]
In this guest post, Tim Dyroff (main photo), creative director at Resolution Design, talks what things should a prospective client consider when building relationships with their creative partners… Within the post-production industry you can be sure you will encounter the good, the bad, and the ugly with any given client. From feedback to briefing, issues […]
The Gerety Awards have announced an all-star jury lineup for 2022, including Australia’s own Tara Ford. The annual awards are the only creative prize to reward the best in advertising from the female vision. The jury for 2022 includes some of the most respected leaders from the advertising and marketing world. Representing Australia on the […]
GAY TIMES and Grey London have launched Amplifund campaign, ‘Incomplete Without the T’ at GAY TIMES Honours in response to increased transphobia and hate in the global media. This year has become the deadliest on record for trans people, with the community increasingly facing transphobia and hate from both the media and right-wing groups. Controversial […]
Local businesses communication and payments platform, Podium, and Council of Small Businesses Organisations of Australia (COSBOA) has today announced the winners of Australia’s Most Loved Local Businesses, which includes a specialised biking store and a stigma-busting dental practice. The campaign aimed to shine the spotlight on a handful of vibrant, dynamic and innovative Australian businesses following an […]
Spikes Asia talks with chief creative officer at Performance Art, Ian Mackenzie (main photo), about his Spike award winning campaign, ‘Publicly Traded’… When creativity is effective and effective work is creative, it has even greater power to positively impact people, brands and the world. Spikes Asia brings weekly insights from award winning creators of inspiring […]
UnLtd and Yahoo’s inaugural Ambassador for Good program has come to a close for 2021, with the call for applications being sent out for next year. From over 80 applicants, 16 individuals from across the industry were selected into the launch initiative to use their skills and networks for good. Over the past year, the […]