According to a recent study featured on AdAge, most millennials don’t respond to television ads like previous generations did, however this doesn’t mean they’re tuning out all digital ads. According to the research, millennials respond to the same advertising approaches as prior generations, including brand differentiation, competitive comparisons, information about new products and superiority claims. Millennials are simply more engaged in other kinds of media, including websites and digital media, when compared to their older counterparts.
This doesn’t mean that millennials don’t respond at all to television. As it turns out, they are less likely than their elders to recall a television ad, but when they do, they remember it much longer than seniors.
What does this teach us? The days of Mad Men are over and you can’t focus simply on print and television. Sorry Don Draper, digital is where it’s at.
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This entry was posted on Monday, January 23rd, 2012 at 1:38 pm and is filed under General, Trends. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.
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