High quality video key to attracting millennials

Gen Y consumers have high expectations when it comes to video quality.

Posted on Apr 29, 2015 by YuMe

The Gen Y consumer has become a critical focal point for brands when it comes to digital video advertising. Because technology has become so advanced and consumers have a variety of choices for watching video at their disposal, many companies understand that audiences are more fragmented than ever before.

The days of creating a video ad designed only for television are long gone. Given the prevalence of tablets, computers and smartphones that all have the ability to stream content, along with heavy millennial adoption of these gadgets, many companies have had to totally rethink their marketing strategies, especially when it comes to capturing the attention of Gen Y consumers.

These individuals are much savvier than their generational predecessors. As such, they expect the brands they engage and do business with to have a modernized approach to the way they operate. Therefore, whether advertising on mobile devices or creating an Internet video advertising campaign, companies should never cut corners or take shortcuts. Otherwise there is a great risk of losing both existing and potential Gen Y consumers forever.

Brands looking to make an impact on millennials using video ads must make sure the content is of the highest quality possible. Brands looking to make an impact on millennials using video ads must make sure the content is of the highest quality possible.

Millennials keen on video recommendations
There is no shortage of video content that can be found and streamed online. This includes video ads. However, of interest to brands is a study conducted by Trendera and cited by eMarketer. The website wrote that 39 percent of those in Gen Y participating in the poll revealed that they most often watched video content that was recommended for them – either based on their browsing activity or by their peers or other Web users.

In addition, 36 percent of millennials often watched video content because it was trending online and 31 percent did so based on social media recommendations. All told, the overarching theme of this research is that more often than not, videos find Gen Y consumers as opposed to them seeking content out themselves.

This should be exciting news for brands looking to create video advertising strategies or make their existing efforts stronger. However, one key point to remember is that the content must be of the highest visual quality at all times.

A poor visual experience is a turn off for millennials
It's no secret that many in Gen Y have extremely short attention spans. This is why brands deploying video ads must make sure that content is captivating from the moment content is displayed. Citing a study conducted by Conviva which polled millennial consumers in the U.S., 75 percent stated that they would click away from a video that was of low quality and delivered an overall poor experience, within four minutes or less.

"Brands should make the creation of quality video content a priority."

For brands using video ads as a way to attract those in Gen Y and make a connection with them, this information is vitally important.

"[Millennials] want information to come to them, but they want to select it," Nora Ganim Barnes, the University of Massachusetts, Dartmouth's chancellor professor of marketing and director of its Center for Marketing, told eMarketer. "They seem to have been able to filter out advertising and commercial messages … across the board. They want to pick and choose what they want, and how they want it, and when they want it."

Brands should make the creation of quality video content a priority, especially when engaging with millennials and using video ads as a way to sway their buying decisions. Content that is creative, visually appealing, contains a string call-to-action message and can be easily shared, are all expectations that those in Gen Y have when it comes to viewing video ads. As such, these are areas that should never be overlooked or taken for granted by brands.