Millennials: More Influenced by Digital Ads or Traditional Ones? by Nicole Valentin
When considering how to reach millennials, digital advertising pops to mind first. Naturally, it makes the most sense since millennials are known as the savviest of the tech-consuming generations. After all, millennials spend a copious amount of time online: 59% on Smartphones, 35% on tablets and 70% on their laptops. As of 2011, 91% of millennials are regular internet users, according to Forrester Research. Based on what we know about millennials online usage, one would automatically draw the conclusion that digital ads are far more effective when talking to millennials than traditional media. However, the argument that millennials ignore traditional forms of advertising and can only be “hooked” by digital ads is apparently a losing one.
According to a recent poll by Adroit Digital, many millennials indicated that they do not view traditional ads less effective than digital ads; 36% said digital ads were more effective while the percentage of those who said they were equally effective was close behind at 28% of 18- to 33-year-olds. The poll revealed one truth that can’t be ignored by marketers which is television is still the most influential when it comes to perceiving or valuing brands. A whopping 70% of millennials said TV advertising was most effective in branding and message, compared to 60% for social media ads, 42% for online display and 30% for online video. While digital advertising is said by millennials to be more influential than traditional marketing, according to emarketing.com, more than half of the 18-to-34-year-olds surveyed for a Harris Interactive poll in January said they ignore online banners and more than 40% said they pay no attention to social media or search engine advertising. With that said, marketers can’t just depend on banner ads to sell their product, millennials are relying on content that provides immediate answers to questions about a brand or product. One last takeaway: make your ads relevant, interesting and interactive.