The Best & Worst Places For Ads, According To Young Consumers

Where are Gen Z and Millennials open to seeing ads—and perhaps more importantly, where are they seeing the ads that influence their purchases?

We know that young consumers are not fans of traditional marketing—and that they’re adept at avoiding it. After all, there’s a reason we call Millennials and Gen Z the ad-skipping generations. In fact, 82% of Gen Z told Millward Brown they skip ads as fast as they can, if given the option, and another 69% percent said they physically distract themselves while an ad plays. For Millennials, eMarketer found that 59% of the gen only watches YouTube ads until they can hit skip. Ypulse found that 44% of 13-36-year-olds use an ad blocker, in our most recent survey on ad/marketing effectiveness.

While that may sound grim, reaching Millennials and Gen Z is not a lost cause—it’s about finding creative ways to engage with them. Nike’s Kaepernick ad didn’t inspire a shoe-buying spree for nothing, and Gillette’s #MeToo message went viral for a reason—Millennials and Gen  Z don’t hate marketing, per se, they just want it to feel relevant to them. And that goes for context as much as content: According to Defy Media and TMI Strategy, 13-25-year-olds are open to seeing ads that are contextually relevant and informative, so long as they don’t interrupt their experience. Case in point: Instagrammable social media posts are still hugely relevant in the world of young consumers, and are only becoming more so as influencers become, well, more influential. According to our recent survey on influencer marketing, 43% of 13-36-year-olds say that if their favorite online celebrity were to recommend a product, they would be more likely to buy it. And even more importantly, 42% have already purchased something that an influencer has spoken about or recommended, and 27%…


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Quote of the Day: “Retail should be a facilitator for experience, rather than just selling product.”—Sharmandean Reid, Founder, Wah Nails London (YPulse)

Millennials seeking portable booze are cracking open canned wine. Even though the category still only accounts for less than 1% of the Millennial-favorite alcoholic beverages’ market, Nielsen reports it spiked 69% last year and continues to gain ground. An exec at Delicato Family Wines explains, “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.” (Wine Spectator)

Summer camps are cropping up to teach kids how to become YouTubers. At I-D Tech Camps, Level Up, and Star Camps, kids can learn all about how to, as the latter puts it, “Become an Internet sensation.” They offer courses in how to create and post videos, from shooting clips to editing audio, and how to build their personal brand. But don’t worry, most are framing YouTubing as a hobby, not a career, and setting kids’ expectations accordingly. (WSJ)

A new bill could change the free-to-play profit model that’s made games like Fortnite top earners. Senators have proposed the official ban of “loot boxes,” or items that players can buy (and sometimes must buy) to win a video game, often gambling on what’s inside. Senator Ed Markey explains that “Inherently manipulative game features that take advantage of kids and turn play time into pay time should be out of bounds.” For some, this will eliminate a key revenue stream and open the door to review other in-game purchases.  (The Verge)

A social media overhaul upped Corn Nuts’ sales by 12%—with no paid support.The snack’s sales were stagnant before a new exec took over their Twitter, infusing it with the personable tone food brands have become known for (and sometimes notorious for). Since then, followers spiked from 650 to 21,000, and what they’re calling a “scrappy” strategy “absolutely translated to sales,” reporting that retail sales spiked 12% and Millennials’ repeat purchases rose the same percentage. (Marketing Dive)

The retail apocalypse continues, with 7,000 more stores closing their doors in 2019. CoStar Group estimates that the square footage of retail space closed has topped its own record each year since 2017, and this year they’re “predicting more of the same.” PayLess ShoeSource, Gymboree, Dressbarn, and Charlotte Russe lead the list of number stores planned to shutter this year, as retailers learn to scale down size and up Experiencification for young shoppers. (Business Insider

Quote of the Day: “It’s a really interesting time at the moment in catalog [music]…Sometimes, it’s a question of how we make something out of nothing.”—Tim Fraser-Harding, President, Global Catalogue, Recorded Music at Warner Music Group (Rolling Stone)

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