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BizReport : Research : December 04, 2006
Difference In How “User Generated Ads” Are Seen
Adults may like them, but a new study shows kids and young adults are not as keen on user-generated ads for products.
According to the American Marketing Association (AMA) study (via BusinessWeek), adults see companies that run “create our ad for us” promotions in conjunction with traditional advertising as being more consumer friendly (68%) and creative (56%).
Meanwhile, young adults (18-24 age range) see user-generated promotions as less trustworthy (21%), less socially responsible (20%) and less customer friendly (13%). These percentages are at least double what the 25-64 age group thought about user-generated promotions.
Nancy Costopulos, the AMA’s chief marketing officer said (via BusinessWeek), "Young adults' skepticism may be rooted in their desire to distance themselves from company-sponsored messages."
This survey is especially interesting for online marketers, who have been told repeatedly that the younger generation is more open to the user-generated content craze. Apparently the young crowd likes to create content, but are less likely to appreciate content generated with a definite corporate bent. Advertisers hoping to target this money-rich group should consider that before settling on any type of promotion.
Tags: online advertising, online marketers, online video, user-generated
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Comments
In Italy there is one of the major TV channels (Italia Uno, owned by Mr. Berlusconi's family), which shows in between advertising and programs some self-submitted short-videos of common people shouting the name of the channel. Observing the variety of videos they show, it seems the average audience LOOOVE submitting their videos in the hope of watching themselves and show them to their friends. While it is not conventional advertising, it is definitely a way to vehicle brand avwareness for the tv channel. After reading this article I actually remembered that most of the showed videos feature adults rather than youngers... Maybe this study is correct!
Posted by: Christian Iachini on December 6, 2006 01:02