A recent study determined that young consumers value their
digital space and are irritated by advertisers that interrupt their online
experience. Conversely young consumers have positive feelings for advertisers
that respect their digital space. “Of the more than 1,300 participants aged 13
to 25 years old, 66 percent use an ad blocker on at least one device.” Despite
this pervasive use of ad blockers, 62% of the respondents actively follow at
least one brand on social media. This active brand engagement is a positive for
advertisers, and brands need to consider how their ads are impacting the user
experience within social media channels, as well as the effect this has on
overall brand image. Although these intrusive display ads may result in some
click throughs, it would be difficult to quantify the consumers turned off by
the approach.
On the surface, the results of the study seem obvious, yet
advertisers continue to place intrusive ads across most digital channels. “In
addition to annoying content, these young consumers will also unfollow brands
if they don’t like or agree with its political, environmental or social stance.
More than half (53 percent) said they will stop buying a brand if it doesn’t
live up to their expectations of social responsibility.” Advertisers still seem
to be utilizing old approaches, yet as the purchasing power of younger
consumers begins to increase, marketers will need to adapt to generate a positive
online brand image.
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