For the purposes of this post, I chose to predominately focus on comScore whitepaper report on Next-Generation Strategies for Advertising to Millennials. The report indicated that Millennials are hard to reach through advertising, particularly on television. This is a result of the well-known idea that this generation prone to multi-tasking (as a result of social media, texting etc.)
What the study did find, is that this group reacts better to digital advertising, and those that were more creative had higher success rates. I think a primary example of this is the success of companies like Apple among millennials. (Separate to the digital world, I think this has also led to the trend in more creative display advertising). Reportedly this is because it is harder to grab the attention of millenials because of their highly active lifestyles, so it takes more creative and differentiated ads to get them to pay attention.
The study continued to state that although it is harder to get millenials to focus on ads, when they do, they become more highly engaged. Personally I find this to be best shown in the success of YouTube. While it is not always specifically advertising related, we can clearly see the impact of something going “viral” in today’s world. After all, that’s why we’ve all seen a thousand different takes on Call Me Maybe.
Some questions that arose for me after reading this:
1. Does the need for constant interaction (aka social media) arise from the “active lifestyle” that helicopter parents engraved in us?
2. Do millennials respond less well to television advertising simply because they are not watching television, or are tv ads truly less effective on that generation?