Bad news for digital advertisers aiming for younger consumers: The majority of millennials, those aged 18 to 34, block advertising when viewing digital content, according to a Moz and Fractl survey recently reported by eMarketer. Specifically, 63% of millennial Internet users told the July survey that they use ad blocking software. Millennials don't find all advertising irrelevant--over half in the Moz/Fractl poll said that retargeted ads and social media ads were very or somewhat relevant, for example. But the fast-growing mobile ad category was also the most rejected, rated as relevant by only 28%. So how would the millennials prefer to receive promotional messages? Those surveyed gave a thumbs up to free content, followed by discounts or free offers via direct mail, and then online search results. For more, read http://www.emarketer.com/Article/Nearly-Two-Three-Millennials-Block-Ads/1013007
David Kanter, President and CEO of AccuList, is a list brokerage and direct marketing expert. For more than 30 years, he has helped companies and nonprofit organizations achieve their marketing goals. With David's Direct Marketing Forum, he shares, and invites others to share, helpful direct-marketing industry news, trends, analyses, resources, and tips for success. Please read our Comment Policy.
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