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…