Millennials & Teens Sound Off: What Brand Has the Best Ads?

We asked 1000 13-33-year-olds to tell us what brand they think usually has the best ads. Here are their top ten responses…

“Young consumers are more sensitive than ever to advertisements, and brands have to find innovative solutions to sell their products and services beyond their traditional playbook.”

“In a world saturated with ads, brands have to be creative to capture young consumers’ attention.”

“Millennials and teens are sensitive to ads more than ever.”

…These are all statements that we’ve made about young consumers and marketing—and it’s safe to say that it’s never been harder for a brand’s ads to get noticed. Ypulse research has shown that 46% of 13-33-year-olds say they usually ignore television advertising, 70% say they avoid in-app ads, and 48% are using ad blockers.

Advertising is shifting rapidly to reach them. Some networks are now cutting back on commercials in an attempt to respond to ad-free streaming services, and a reaction to advertisers’ concerns that “their messages are being ignored amid all the commercial clutter.” In 2017, digital ad spending will exceed television for the first time and by 2020 TV spending will fall below one-third of total media dollars. But there are still brands that are breaking through that clutter and grabbing Millennials and teens’ attention. To find out what brands are succeeding in the current cutthroat marketing environment, we asked 1000 13-33-year-olds to tell us what brand they think usually has the best ads.* 

We should note that the generation’s high marketing standards are no myth—over 20% of respondents told us they couldn’t name a brand that has the best ads. One 30-year-old female told us, “I actively avoid ads,” and 21-year-olds male said, “I don't pay much attention to ads and I don’t even watch much TV.” A…

 
 

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The Newsfeed

Quote of the Day:  Millennials have grown up in a world where consuming wine outdoors—or any location outside of the traditional table—is more acceptable than generations past.”—Kate McManus, VP of Marketing, Delicato Family Wines (Wine Spectator)

Young consumers are “killing the shopping spree.” Whether they’re signing up for the growing number of clothing subscription services (Rent the Runway, Le Tote, Urban Outfitters, etc.), shopping second-hand, or just culling their closets—young shoppers are quitting fast fashion in droves. Some are inspired by Marie Kondo’s joy-sparking brand of minimalism, while others want to help the environment—and still others are just seeking a wide range of things to wear at a lower price. (Vice)

Airbnb is launching “adventures” for experience-seeking young travelers. The site that started with accommodations and moved into one-off “experiences” (like dinner parties) now offers multi-day excursions, complete with guides, gear, meals, and accommodations. The platform already features over 200 trips in 40 countries, including a tiger-tracking expedition in Kenya and a trek through the canyons of Oman. (Fast Company)

Tyson Foods is taking on the fake meat market with plant-based nuggets. The pea protein nuggets are the first in a line of “Raised & Rooted” products from Tyson Foods. The brand's CEO explains they’re catering to the “growing number of people open to flexible diets that include both meat and plant-based protein”—aka young flexitarians, not full-time vegans. But can a company known for its meat sell the idea that “this [trend] is about ‘and’—not ‘or’”? (The Verge)

Snapchatters can shop Levi’s new Pride Month jacket via selfie filter. The Shoppable feature is first enabled by scanning a QR code found at select stores or by getting a special Snapcode from a friend. Then, users can try on the special-edition trucker jacket via augmented reality, customizing it with one of two washes and a selection of six pins and patches. Once they complete the look, users can purchase the Pride Month Jacket—without ever leaving the app. (SJ)

Amazon’s new Echo Dot Kids Edition revamps the original. The new smart speakertakes many cues from the adult version’s second generation (it’s louder and rounder) but adds special features just for kids that go beyond a rainbow-striped color scheme. The device will come with a year of FreeTime Unlimited, a subscription service that includes popular Alexa skills like Pinkfong’s Baby Shark Adventures, as well as an enhanced parental control suite to address growing privacy concerns. (VarietyCNET)

Quote of the Day: “Young people still have an incredible interest in the Olympic Games…But the way they are consuming the Olympic Games—the type of content they are watching and the ways and the platforms on which they are watching—are fundamentally changing.”—Kit McConnell, Sports Director, International Olympic Committee (Bloomberg)

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