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BizReport : Advertising archives : November 18, 2016

Hook in Millennials with video ads

Video ads are key to engaging Millennials as new research reveals this age group are more likely to make a purchase after exposure to this format.

by Helen Leggatt

A recent survey of 1,000 consumers in the UK by corporate video production firm Groundbreak Productions found that 20% of Millennials are more likely to purchase a product, or service, after watching a video ad. That's more than among 45-54 year olds (12%), 55-64 year olds (13%) or those over the age of 65 (6%).

Video ads that get to the point and are informative were favored by 42% of all consumers surveyed and 22% would be more likely to make a purchase after viewing such content. Meanwhile, 30% prefer video ads that tell a story, particularly those that make them feel nostalgic (29%).

Celebrities in video ads don't fare quite as well. Just 8% favored video ads that featured their favorite celebrity and only 3% said this type of ad would persuade them to make a purchase.

According to Geoff Brooks, CEO at Groundbreak Productions, "this research really highlights the importance of brands carefully considering the way they use video to advertise their products or services to their target market".

And, while video ads are favored by Millennials, Brooks says "these statistics shouldn't be off-putting. Instead of packing in video advertising altogether, the research suggests that to influence consumer spending brands need to create either snappy and 'to the point' adverts, or invest in storytelling".

Tags: advertising, Millennials, research, UK, video advertising

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  • Melanie Dunphy

    Good stuff and totally not surprising! great new tools allowed us to experiment with Video for our clients and the results have been so great we're transitioning into becoming a video first agency for SMBs,

    Check out stuff like Canva (for photo ads) and Promo (from the folks at Slidely) for Video ads,

    Some other cool stuff available from Animoto, bitble and others, but it's a "bring your own content" deal, so whatever works best for you!



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