Millennials Will Share Your Ad 112% More Than Everyone Else, But Only If It's Good

A new study from Unruly found that Millennials are 112% more likely to share ads online than any other demo. That is, of course, awesome -- but it comes with a caveat; they are also most likely to install ad-blocking software, with 63% currently using ad blockers and 93% considering the installation of one. 

Upwards of 74% of Millennials will also lose trust in your brand if that ad does not come off as authentic and honest. And they'll block your ads if they see too many (58.9%), see the same ad over and over again (49.4%) or if they feel "creeped out" by your overly aggressive behavioral-targeting methods (43.1%). 

Of this demo which everyone likes to paint as a nursery full of babies having a temper tantrum, Unruly CEO Sarah Wood said: “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.”  

So don't screw it up, brands and agencies.



1 comment about "Millennials Will Share Your Ad 112% More Than Everyone Else, But Only If It's Good".
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  1. Ed Papazian from Media Dynamics Inc, May 16, 2016 at 5:38 p.m.

    Whether or not millenials are more likely to share ads online than plder people is immaterial as not much of this activity seems to be taking place to begin with. As for making "relevant" ads of course, but doesn't this admonition apply to consumers of all ages----not just to those aged 18-34?

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