Tag: millennials marketing

Mobile ads made of short videos are reaching Millennials

Equally, when it comes to GenX consumers, longer video advertising seems to make a connection.

The results of the “Multiscreen Video Best Practices” research report have now been released by the Interactive Advertising Bureau (IAB) following its research into mobile ads in conjunction with Tremor Video and Millward Brown Digital.

They determined that 10 second mobile video advertisements have the greatest effect on Millennial viewers.

These shorter videos as mobile ads were most effective for that generation in terms of their persuasion potential and overall brand appeal. On the other hand, when it comes to appealing to people between the ages of 35 and 54, thirty second videos appeared to have a much greater impact in those two areas. According to the report “Our research shows that for some demographics and some adverting goals this doesn’t hold up. These findings are critical in creating the next generation of multiscreen video advertising.”Mobile short videos

As a whole among mobile ads, it was the 30 second videos that had the greatest advantage over all audiences.

Despite the fact that 10 second spots were most effective among Millennials, audiences of all ages did agree that the mobile video ads that were 30 seconds long had a very important advantage of being better for being able to communicate new or complex messages. Among the respondents of a survey who were asked about the amount of new information an ad had provided, 73 percent said the thirty second ads were most effective (versus 68 percent who said the same about the 10 second ads).

The respondents also indicated that larger screens assisted in effectively sharing a message of moderate complexity. Seventy three percent of those polled said that the mobile video advertising they saw on tablet screens were good at sharing new info with them. Comparatively, only 65 percent said the same thing about smartphones.

Moreover, the research determined that tablet video mobile ads are especially engaging among consumers within the 35 to 54 year old age group. Respondents in that category indicated that the advertising they viewed over those larger screens was more “unique”, “interesting” and “involving” than what they saw on other device screens.

Mobile marketing is reaching millennials

As adoption of smartphones and reliance on these devices skyrockets, marketers are connecting with this generation.

The adoption of smartphones is clearly taking off throughout every age group, but while mobile marketing is presenting a tremendous opportunity, marketers continue to struggle to discover exactly which tactics should be used to make sure that they continue to connect with mass audiences.

They are seeking to be able to engage consumers in a meaningful way as they have through traditional means.

A recently released report from The Intelligence Group has shown that the “Millennials” generation is particularly open to receiving mobile marketing ads and promotions, and are among the most likely to engage with brands by way of their smartphones and other portable gadgets. That said, the report indicated that as that group continues to mature, marketers will need to keep on top with their evolving expectations.

The importance of mobile marketing, particularly to this generation, has been outlined in a growing research body.

mobile marketing - millennialsThe Intelligence Group chief strategy officer, Jamie Gutfreund, stated that “Brick-and-mortar retailers need to integrate mobile into their offerings as much as possible to provide a more streamlined and manageable in-store experience.” Failing to make the necessary adjustments for this generation, and failing to keep up with their changing needs will only cause businesses to suffer.

This is underscored by another study conducted by the Vivaldi Partners Group. Its CEO, Erich Joachimsthaler, added that mobile marketing will not simply be a matter of social media strategies. He explained that “Unless Facebook evolves, mobile marketing will not be as dominated by Facebook because Facebook is useful for only a specific task and set of activities today, and it does not cover a large part of the consumers and their activities and needs online.”

Joachimsthaler also pointed out that it will be up to marketers to identify specifically which consumers should be targeted, and how they will best be able to engage them. The reason is that mobile ads and efforts to engage consumers will be considerably different from one consumer to the next, depending on a number of different factors, such as age.