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: “I think we’re already seeing alcohol lose its health halo. Next, the assumption that alcohol is essential to a good, sophisticated life will fade.”—Joy Manning, Deputy Editor, Edible Communities (Medium)

“The doofus dad” TV stereotype is being remade for role-resisting Millennial parents. Inept at care-taking and almost everything else, the tired stereotype is saying its last “D’Oh!” as The Simpson’s Homer Simpson and Peppa Pig’s Daddy Pig get replaced with a new wave of capable fathers like Bluey’s Bandit. The switch could have a real impact on the way kids understand family life, with one research fellow explaining, “The media reflects reality and also constructs reality.” (SMH)

Apple's new subscription gaming service Arcade will cannibalize its own App Store downloads—and that’s a good thing. Downloads in the App Store are on the decline, despite mobile gaming maintaining popularity and raking in revenue. If Apple can turn Arcade into young gamers’ go-to for mobile play, they’ll be poised for success that could outstrip even Apple TV and Apple Music. (The Motley Fool)

Gen Z music artists are “post-genre.” Mixing several influences into one song has become a way for rising artists to set themselves apart, and thanks to self-upload services like SoundCloud, they don’t need music industry exec’s approval. Meanwhile, the Genreless Generation can curate blended playlists via Spotify to fit moods and occasions rather than “rock” or “pop” and are streaming has also globalized their content consumption, so U.S. genres are no longer a limit. (Vice)

Carl’s Jr. has a CBD-infused burger that costs exactly $4.20. The chain restaurant is giving fast food a Cannabis Infusion, but only at one Denver, Colorado location, and only for one day. The Rocky Mountain High Cheese Burger Delight packs 5 mg of the chemical that won’t get you high. CBD is the trendy ingredient du jour, with 57% of 18-36-year-olds telling us they’re interested in trying it, and the chemical has made its way into everything from lotion to La Croix-like beverages. (LAT)

Axe is challenging masculinity with “bathsculinity.” The brand has been blurring gender lines for the Genreless Generation for years now, and their latest series of YouTube spots is showing that men can take baths, too. They’ve enlisted comedian Lil Rel Howery, who takes bubble baths surrounded by candles in the humorous videos. And they couldn’t be more on-trend: bath time is seeing a surge as a salve for Millennial anxiety. (Marketing Dive)

Quote of the Day: “I think for a cohesive strategy and for really helping to build awareness as well as grow the market size for new things, there's definitely digital and social media. But also, there has to be this in-real-life element.”—Alicia Yoon, Founder, Peach & Lily (YPulse)

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