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BizReport : Advertising archives : August 20, 2015

Millennials believe ads are increasingly relevant

According to new research from Acxiom, younger consumers are more likely to believe advertising is becoming more relevant to them.

by Helen Leggatt

In a survey of 2,000 consumers, conducted by YouGov for Acxiom, it was found that while 22% of Millennials - those aged 18 to 24 - believe ads they are exposed to are increasing in relevancy, just 10% of those age 35+ held the same opinion. The survey found that perceived relevancy of ads decreases as a consumer ages.

Perhaps older generations are more cynical of today's advertising campaigns? Indeed, 71% of those age 55+ believe they are not affected by advertising, compared to just 49% of those aged 18-34. Furthermore, four in 10 of those age 55 and over believe that nothing will make them respond positively to an ad, compared to just 15% of Millennials.

Jed Mole, European Marketing Director at Acxiom, wonders whether younger generations' exposure to the online world makes them react more positively to advertising, or whether consumers simply become more cynical as they age.

"Either way," says Mole, "the lesson is the same for marketers, in that whoever they are targeting they need to craft authentic messages with emotional resonance, and deliver those messages on a consistent, personalized level to consumers across channels and devices."

The report, 'Ad Campaigns Reimagined' can be downloaded, for free, here.

Image via Shutterstock

Tags: advertising, Millennials, research, UK

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