There have been several research studies about how millennials are adverse to interruptive digital ads like pre-roll video and are increasingly installing ad blockers.¹
At the same time, we’ve also seen the positive notes about how they are the generation most likely to share video ads² and evangelize brands that resonate with them.
Everyone is trying to win their loyalty, yet they say they don’t want to be reached.
ViralGains was recently selected by the Unilever Foundry as a world leading marketing technology start-up that excels in engaging millennials. Last week, we attended Cannes Lions and shared why our consumer-centric video distribution technology resonates with this generation.
We recognize that the old method of advertising at audiences is not working with this crowd.
Today brands must build relationships with millennials and become the catalyst for conversation.
Our video platform is designed with this in mind. We focus on maximizing video engagement in consumer-friendly environments.
I’ll be writing a series of blog posts with recommendations on how to engage millennials based on our experience working with large brands that have seen success building relationships with this audience through video.
My first recommendation:
Don’t overtly interrupt millennials and hold their content hostage with your ad. Give them a choice to opt-in or, at the very least, opt-out.
Consumers have come to expect control of content across channels (e.g. streaming video on demand like Netflix is at 50% US household penetration and growing). Brands that use interruptive ad formats that hijack the user experience are starting off on the wrong foot.
If we think about in terms of a personal relationship, highly interruptive ads are the equivalent of forcing someone to hang out with you. It’s not the way you want to start a relationship! When you choose native, choice-based placements it’s more like getting dressed up, putting your best foot forward and letting them choose to talk to you because you seem like an interesting connection. When someone chooses to talk to you, they will be much more receptive to what you have to say.