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.