Last week, we’ve written about a research by comScore, with numbers derived froma a study they did in January. Millennials are more difficult to persuade via tv-advertising when compared to older viewers from other generations. The research found the average lift in Share of Choice (SOC) among Millennials to be 4.6 percent points, compared to 6.4 percent points for Baby Boomers (the generation betweeen 45 and 59) and 6.6 percent points for Seniors (aged 60 years and older). What can marketers learn from this and what are the future steps they should take to reach out to millennials and Generation Y?
The comScore report stated it seeked to answer questions about marketing to the millenial generation, including:
- Are Millennials truly set apart from other generations, or are there broad commonalities which span generations?
- Is traditional television advertising as effective for Millennials, or is digital a better alternative?
- Regardless of the medium, are there unique ways to engage and/or persuade the Millennial generation?
So, given these findings, what should marketers be doing to communicate with the Millennial generation the most effective way? What are key considerations when it comes to creative and creative messaging? How should the approach differ with millennials versus other generations? Below are some key strategic considerations to help address these questions, providing actionable insights to drive your marketing campaigns, hopefully.
1. Employ Strong Creative
Millennials want to see results: they want to see clear product benefits and information about using the brand. Furthermore, comScore found, that the presence of a child/infant/animal/animated character in an advertisement works out well. “This likely reflects the need to grab the attention and engage the younger audience to avoid losing attention
and achieve breakthrough, or to provide a relevant emotional connection.”
2. Place Ads around Engaging Content
comScore studies have found that the content in which an advertisement is embedded can have a significant impact on the advertisement’s effectiveness. On average, engagement was higher among Millennials than all other generations for both television programming and websites.
While Millennials follow a familiar pattern of younger generations being more difficult to persuade through television advertising, to some extent, the research found, digital appears to break this pattern. The report concludes:
“Some optimistic news for marketers is that Millennials appear to strongly engage with the media they choose to view. In this regard, digital is well suited to this generation, as their relative engagement versus older viewers is stronger for digital than for television. Conversely, it appears that it is harder for advertising to achieve breakthrough and catch the attention of Millennials, who are notorious for multitasking and short attention spans. Hence strong creative may need to be tailored to draw Millennials into the story being told. At the same time, Millennials respond to a powerful and differentiating reason to buy as much as any other generation, with the same core drivers of impactful creative strongly relating to high ad effectiveness scores. The quality of creative is critical in terms of generating interest in the advertisement and crafting a persuasive message. And this is as true for Millennials as for other generations.”