In the time when Internet became overcrowded with commercials, getting through to young consumers is becoming harder to achieve, which is why numerous experts advise going back to traditional „out of home“ campaigns
Millennials have become more cynical, over 63% of this population wants to use ad-blockers.
Hearing about millennials, majority of people pictures well informed tech addicts who are gaining greater influence, which is the reason why many marketing experts believe that digital channels are the most cost-effective in converting millennials and making profit after the investment (ROI).
Although there is nothing fundamentally wrong with the digital approach, it does prevent some marketers from using other channels and creating fully integrated campaigns.
-It is important to understand the behavior of Millennials. First, Millennials are increasingly cynical in their treatment of online ads; approximately 63% of them are thought to use ad-blockers on at least one of their devices. That cynicism is largely the result of the saturation of the online space with conflicting and overly promotional ads, which have made it extremely difficult for messaging to shine through.
Another reason Millennials are keen to avoid the type of sales-led and intrusive ads online is that they like to curate their own content. More specifically, they want autonomy to choose the brands they engage with, and it can be extremely difficult to identify the most earnest and trustworthy businesses in an increasingly crowded online space.
That’s why, as this portal recommends, it’s a good idea to test the reaction of millennials towards traditional, out of home marketing approach, such as billboards.
Most important, OOH ads are nonintrusive, blending seamlessly into our surrounding environment and so creating a sense of trust and reassurance among Millennials. Fully 57% of people are thought to trust the messaging that they read on billboards and OOH materials – says MarketingProfs.com. These are suggestions from marketing experts about the factors everyone needs to keep in mind when communicating with millennials this way:
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