Millennials rule the advertising world – what you must do to break throughPhoto: tinkerbrad

Millennials rule the advertising world – what you must do to break through

Publicerad: 05 April 2016, kl. 9:41

Millennials are driving advertising trends, according to a report by video advertising company YuMe provided exclusively to Smashdig.

Adam Jönsson

‘‘Their unsatisfiable for video and digital content has created an environment characterized by simultaneous use of several screens where they are constantly jumping between channels and are always searching for information and entertainment,’’ YuMe writes in its report.

The report, released to Smashdig Monday, outlines three insights for markets wanting to attract this younger, fully digital audience.

Realize the value of video
Millennials – the name of the group that has never lived in a world without internet or mobile devices – are those consuming the most online television and video. In 2018, 60 per cent of all data traffic will come from video. However, marketers must make sure their video content is of top quality as this group quickly moves on if they find the advertising uninteresting, according to the report.

Mobile first…
It’s been said before and now YuMe says it again. Mobile-friendly advertising is one of the prime ways to attract millenials. This group perceives brands who are advertising on smartphones as modern, YuMe writes. Ninety-six per cent of people in this group use their smartphones to surf online.

…But don’t forget about the other screens
Eight out of ten Swedes are using their smartphone, laptop or tablet at the same time as watching TV, according to surveys by Inizio and TNS Sifo. It’s therefore important that a company’s advertising is spread over several screens, according to the report.

In order to do this well, markets must provide advertising that is responsive to the screen the audience is using.

‘‘The industry’s future is based upon our ability to develop advertising that works seamless on all platforms and devices,’’ YuMe writes.

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