March 23, 2017
If you work in marketing, you can’t go a day without reading something about millennials. And with good reason! These guys are now the largest generation in the U.S. and have tremendous buying power. Their digital-first preferences have changed the way brands approach customer service, branding, and sales. (For more on the “Millennial Effect,” check you this article I wrote for Mediaplanet.)
Well folks, they have done it again. A recent survey from Deloitte revealed that 80 percent of young viewers skip online video and TV ads. But aren’t millennials supposed to like video?
As a millennial, and a human, I may be able to shed light on this manner: People don’t like interruptive advertising! It’s why they download ad blockers. That’s not to say there isn’t a place for well-done video ads, but most consumers prefer to learn more about products and services by reading and watching quality content, on their own time.
If you’d like to discuss what makes content marketing so special, drop me a line!