Why advertising to millennials should be a priority for brands
Posted on Aug 18, 2014 by YuMe
Marketers understand that the best way to reach today's consumers is by using digital video advertising to influence them to buy goods and services. More than any other form of product promotion, video offers a number of advantages. The biggest of these is creating a strong connection with the viewer, which increases the likelihood that they'll make a purchase.
Video ads containing strong messaging and visual appeal can make all the difference in swaying a potential customer and convincing them to buy the product or service that is being advertised. This is why so many companies today understand that television, radio and print are no longer the best ways to spread a marketing message. Today, the world is much more reliant on technology than ever before. One of the biggest advances has been the advent of mobile.
Smartphones and tablets have created a consumer who is savvy and able to navigate the digital landscape. These devices have made it easier for people to complete tasks on the go. One of the primary activities on these devices is watching video as more content that was once only accessible on TV can now be streamed on a mobile device.
This has created a unique marketing opportunity for brands to reach a wide a way of consumers through non-traditional advertising means. However, for this strategy to be as effective as possible, it's important for brands to have a clear picture of who is actually using smartphones and tablets to watch video so that advertisements can be crafted to have the most significant impact.
When it comes to the group that uses mobile technology to watch video the most, millennials outpace any other demographic. Research compiled into the YuMe infographic titled, "Millennial Report: Video Viewing Discoveries," found that 37 percent of Generation Y uses a smartphone or tablet to watch movies, 33 percent access mobile to watch user-generated video content and 28 percent stream movies.
Additionally,millennials are the ultimate multi-taskers. Ninety-four percent of those participating in our research study revealed this, compared to 97 percent of those in Generation X. This plays a significant role when it comes to recalling a video ad.
Fortunately for brands that utilize digital video marketing strategies, we also discovered that despite Gen Yers' shorter attention spans, if a video ad is creative and sends a compelling message, millennials are extremely easy to make a connection with. Their buying influences can likely be swayed as well. For marketers, this is good news, and efforts to attract a group who, according to Barkley, wield a buying power of no less than $200 billion, should not be taken lightly.
Other advantages of advertising on mobile devices
In addition to consumers being able to watch video ads on smartphones and tablets, there is another advantage for brands to adopt mobile media advertising strategies. Mobile has created an environment where people are always connected to the Internet.
Citing research conducted by CivicScience in July, eMarketer said 60 percent of people who use the Internet stated that they were always connected to it in some way. Interestingly, 43 percent of respondents revealed that they never took a break from their devices, while 20 percent said they tried to get away at least one time every day. Of those most likely to never be unplugged were millennials between the ages of 18 to 24.
All of this data reveals a unique marketing advantage at the disposal of companies using video marketing techniques to advertise goods and services. The behavior of today's consumers, with respect to technology, has made it much easier for brands to make a connection with them through digital video advertising.