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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The Newsfeed

Quote of the Day: “The [financial] industry has been slow to adapt to the ways in which young people want to be communicated with and to communicate with each other.”—Ian Rosen, CEO, StockTwits (YPulse)

Instagram users can now purchase products without leaving the app. The platform’s shopping tags are evolving to allow users to check out directly inside the app from about 20 retailers using saved payment and shipping information. The move doesn’t just give Facebook a direct cut of each sale, but also allows the platform to collect data that they’ll leverage in their ad targeting. Instagram’s influence over young consumers’ purchases continues to skyrocket, and according to our Shoppability trend, 72% of Gen Z & Millennials are open to buying products on social media. (Recode)

Disney and MAC Cosmetics are debuting a nostalgic makeup line for Aladdin fans. The Disney Aladdin collection features lipstick, an eyeshadow palette, and bronzer in jewel and metallic hues that Princess Jasmine might wear with her bright turquoise outfit. The partnership is part of the lead-up to the live-action Aladdin’s debut, and isn’t MAC’s first time introducing fans to whole new worlds of Disney-themed cosmetics. In the past, they’ve also released Cinderella and Disney villains-themed lines. (Teen Vogue)

Google announced their ambitious plan to become “the future of gaming:” a cloud-based streaming service called Stadia. Gamers will be able to play across device (phones, TVs, tablets, etc.) without waiting for the title to load in a YouTube-connected setting. That means viewers can instantly play titles featured in videos and stream their own gameplay to YouTube—which could challenge industry leader, Amazon-owned Twitch. The Netflix-like service is set to launch this year. (The Verge)

Instagrammable dim sum is going global. The craze stared in Hong Kong, where Social Places serves up bao made to look like tiny pigs and charcoal custard bao filled with “a thick liquid that oozes out like lava,” introducing three or four new incarnations each month to keep customers coming back. Meanwhile at Disneyland Hong Kong, Crystal Lotus customers dine on buns that look like their favorite animated characters, including Frozen's Olaf. In the U.S., San Francisco’s Chili House and New York’s RedFarm are some of the first to take on the trend. (Bloomberg)

Netflix’s next choose-your-own-adventure series lets viewers chart Bear Grylls’ journey through the wilderness. Soon, Netflix viewers will have the chance to become outdoors experts from the comfort of their couches, as they make the survival show celebrity’s choices as he traverses tricky situations. Grylls himself says that he’s “giving viewers an all-access pass to explore the world and its landscapes in my boots” and that “For the first time, my survival is in your hands.” (THR)

Quote of the Day: “One of the biggest myths about Millennials is that they do not want to engage with human beings, especially if a chatbot, app, or a website can be deployed.”—Xiomara Lorenzo, Director, Society of Grownups (YPulse)

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