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BizReport : Advertising archives : May 12, 2016

Study: Video ads getting the shares

Millennials are notorious for being 'always on', but that always on mentality could result in good things for marketers. According to new data from Unruly, Millennials are more than 100% more likely to share video ads than other consumer groups. The key: they won't share just anything.

by Kristina Knight

Quality is important for sharing. That's the takeaway from a new Unruly report, which indicates Millennials will share video ads - as long as the quality is high.

"For advertisers wanting to connect with Millennials, this is a high-risk, high-reward demographic. Millennials are digital-first trendsetters. Get it right with this uber-connected audience and you have the potential to unlock widespread reach and powerful advocacy. Get it wrong and they are unforgiving: if you appear inauthentic or interrupt them with ads, they will actively avoid your brand," said Unruly's Co-CEO Sarah Wood. "They're overexposed to ads, and looking to clean up their online experiences by installing ad blockers. This presents a great opportunity for the advertisers who take the time to create content that cuts through to engage and inspire Millennials."

Some interesting takeaways from the Unruly report include:
• Millennials 23% more likely to enjoy relevant ads
• 93% say they'll consider ad blocking in the future
• 58% say they'll consider ad blocking because they 'see too many' ads
• 49% say they'll consider ad blocking because they 'see the same ads' too often

Tags: advertising, millennial advertising, Unruly, video advertising, video shares

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