Saturday, June 24, 2017

They just want companies to respect their digital space

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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