Ad-blockers coupled with shorter attention spans, increasing advertising costs and bot traffic throttling metrics that have shown consumers are less engaged in digital ads than what we originally thought. We have reached a point where our audiences have had enough of the status quo digital advertising.
According to a study featured in an article by eMarketer, younger people are more likely to skip advertisements online, citing they have, “less patience with invasive digital ads,” including: online display ads, video ads, autoplay ads on social channels and in-banner ads, non-skippable pre-roll ads and mobile app pop-up ads.
In the past, marketers found success in the digital space through the typical ads we see all over, around, and in between content on websites. This is no longer the case, and it’s our job to recognize this massive shift in how people view advertisements. While eMarketer’s article shares valuable information about Millennials, generalizing an entire generation is dangerous, too.
If we continue to believe approximately 75.4 million Millennials, the largest generation in America, will eventually adjust to current digital advertising (intrusive formats), it will become increasingly more difficult to tap into the $10 trillion Millennials will spend in their lifetimes. For example, social media continues to eat away at our lives: on average we engage in 76 phone sessions a day, yet we continue to bombard people with intrusive ads that ruin their digital experience. If the rise of ad-blockers has yet to teach marketers that we can no longer continue with the status quo, eventually our audiences will find ways to avoid digital advertising all together.
Our mission is and always will be to help our clients build long-term brand value and we’re able to do this by studying the ever-changing digital world. We are building customer-focused content marketing strategies for our clients and the results have been rewarding.
We must dig deeper and understand the person behind the purchase. We all have a unique story and we have the opportunity to make our brands resonate with our audience. Take a look at the incredible impact branded content and content marketing has on our society today.
Marketers don’t have the answers, our audience does. And it’s time to listen to them!