Reaching Millennials is harder than other generations -- what with all their multitasking and connected devices -- but the payoff for actually getting through to them
may be greater.
According to a new study by YuMe and IPG Media Lab, Millennials are more distracted while watching video content, with 94% of them reporting that they are often
multitasking when watching video (49% said they were multitasking with other connected devices), which leads to overall lower ad recall.
However, the ads that do reach Millennials
(particularly those that come through a smartphone, the demographic’s device of choice for consuming video content) tend to make a greater impression than among other generations.
“They’re highly distracted individuals,” Paul Neto, research director at YuMe, tells Marketing Daily
. “But even though the ads have to work hard, these
Millennials are very impressionable.”
Among Millennials who watched an ad on a smartphone, for instance, 9% said the ad indicated the brand was “on its way up,” compared
with 6% of Gen Xers. Millennials also had higher impressions of quality, modernity and respect for brands that reached them with video ads on a smartphone. (Notably, those impressions were
significantly lower when considering video ads on a tablet.)
The opportunity for marketers is in reaching Millennial consumers across devices, Neto says. With the prevalence of multitasking
comes the opportunity to plan for message duplication and exposure timing across different devices, he says.
“There’s a lot of value to try to connect with them across multiple
devices,” Neto says. “This group, more than any other, is doing things across multiple devices.”Young
woman on tablet photo from Shutterstock