Millennials Skip Online Video Ads, Find Mobile Ads Irrelevant
- by Wayne Friedman , March 22, 2017
Young TV consumers may be watching much more streaming video, but a large majority will skip online video advertising if allowed.
The latest Deloitte “Digital Democracy Survey” says 80% will skip digital TV/video commercials -- and over 70% of Millennials and younger Gen Z viewers find mobile ads to be “irrelevant.”
Ad-blocking software is a big part of Millennials' digital media usage: 45% use it, with 89% indicating that the primary reason is to avoid all advertising. In addition, 40% of these respondents also noted the use of ad-blocking software on their smartphones.
But there is some silver lining -- 46% of consumers said they pay more attention to an ad they can skip versus an ad they cannot skip.
On the viewing front: 90% of Millennials and Gen Z viewers say they have binge-watched video content, with 40% doing so weekly. These binge watchers watch an average of six episodes, or five hours of content, in a single sitting.
Traditional TV is still a major part of overall media consumption. But the study says virtually all -- 99% -- of millennials and Gen Z multitask while watching TV.
Activities include texting, browsing the Web, using social networks, reading email and online shopping.
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It's only a 5-second silver lining, however.
All the more reason we need to embrace new ad strategies (native ads) and ad tech (virtual reality) this year more aggressively, letting companies like FB, VirtualSKY, and other hot-shot young innovators lead the way - https://mobilemarketingwatch.com/virtualsky-and-post-bring-vr-advertising-to-the-modern-stone-age-family-67912/
This is an argument in favor of more digital advertising on publishers Web sites - on quality news Web sites and the e-mailed news of quality independent news publishers. Millennials have a high demand for news and most people in the U.S. at this time read their local newspaper digitally on their cell phone and trust our brands, their local newspaper brand online. Advertisers and media buyers need to recognize this and stop throwing their digital dollars away on Google and other networks that do not offer them high-quality news web sites and emails of independent publishers. The demand for news by millennials and the high trust all people who consume news and information place in media brands -real newspaper media brands not google or tech brands such as Facebook or Twitter - is well documented and easy to confirm. They skip these ads bc people know what they are and they do not respect the platforms that deliver them - Google, their phone provider, Facebook etc. To get that respect an advertiser must work with a newspaper publisher and use their digital and buy through trusted agencies willing to invest in premium publisher digital. A good publisher will also limit the number of advertisers allowed to work with their publications in digital, video and email and will grow both sales and branding - will not do damage to a brand by being included in its media buy. Ask us how - publisher@reportehispano.com