Plenty of Millennials implement ad blocking tools on their computers and mobile devices. At the same time, they happily pay for their favorite types of content.
As a part of the constant appeal publishers make to users for whitelisting, advertisers should focus on areas where Millennials are most receptive to ads. Further, they must create the kinds of ads that respect Millennials’ user experiences, and also be open to new advertising models.
Advertisers: Reach Ad-Blocking Millennials on Music and Video Platforms
For advertisers, the thought of ad blocker users likely brings up images of people who are frustrated with ads and not ready to engage with your content. However, according to a chart from GobalWebIndex, Millennials who use ad blockers are a group to whom advertisers should pay particular attention.
These 21- to 34-year-olds are more likely than Millennials who don’t use ad blockers to purchase digital content on a monthly basis. They may want to control their online experiences, but perhaps there is room for advertisers to gain a little exposure – at least on the kinds of content Millennials buy most.
Notice that the chart below includes two major factors about Millennials’ preferred content:
- Type of content (music, video, game, ebook, etc.)
- Format of content (download, streaming, app, etc.)
According to the chart, if they want to appeal for whitelisting, advertisers should focus on reaching this group in music, movie and television platforms that offer downloads and streaming.
Make no mistake – even though Millennials may be more accessible to advertisers in certain spaces, reaching them is not a guarantee or easy task. According to an eMarketer study from 2017, advertisers are very much reliant on the publishers showing their ads to get that exposure.
For example, publishers employ a variety of tactics when it comes to ad blocking, including asking users directly to disable ad blockers and addressing the negative user experiences that lead to ad blocking in the first place.
They use special scripts and software to determine who’s using an ad blocker, then serve messages that highlight the importance of ad revenue for quality content. In some cases, they put up walls, which only let users see content once the site is whitelisted.
Yet, as eMarketer goes on to say, research suggests that 74 percent of ad blocker users in the U.S. simply leave the site rather than whitelist. On the upswing (for those marketing to Millennials), younger users are less likely to leave when met with these walls.
We’ve discussed what advertisers are up against with ad blockers before. Last summer, we anticipated Google’s New Ad Blocker and What It Means for Advertisers, sharing that it was marketed as an improvement for user experience and actually not fully hated by ad blocker providers.
Now that the new Google Chrome ad blocker has launched, it’s even more important for ads to respect user experience by not being intrusive. Follow the link for more detail on the Better Ads Standards.
More recently, we looked at online trackers and advertisers’ reliance on them. That piece also touched on the rise in ad blocker use, which seems partially related to users’ annoyance with online trackers.
Advertising Tips for the Platforms Millennials Love
As we said above, advertisers can boost chances for whitelisting by concentrating on efforts within platforms that offer music and video via download or streaming. Let’s check out some tips on how to do that.
First, learn about The Popularity of Streaming Video and Where Advertising Fits In. We’ve reached the point where adults (especially Millennials) are more likely to stream video than watch cable television, mainly because of cost and convenience.
While ad-free Netflix is the leader on this scene, many services offer cost-free streaming with ads (though they show ads far less than cable stations do). These sites (think YouTube) are a great place to try out your well-crafted campaign (just beware of ad overkill when it comes to teens).
Is advertising on music-streaming sites a viable option for small and medium-sized businesses (SMBs)? ADP thinks so, and talks about how Spotify and Pandora are changing up their revenue models. Consider options like sponsored playlists, where you can create playlists that reflect your brand’s voice and objectives to boost following.
Checking in once again with the GlobalWebIndex chart, we see that Millennials are also willing to pay for gaming content online. During the holiday season, we talked about targeting mobile gamers with video ads, and included the following tips for advertisers:
- App stores, YouTube and Facebook are great places for connecting with gamers.
- Influencer marketing is a great option for attracting gamers. Work to find the right influencers and create the content their audiences want.
Millennials don’t want to see ads, and readily block them on all devices. However, they’re willing to pay for content they really want, and this is where advertisers may be able to reach them. Pay attention to the content types and formats this age group prefers, and the current ad trends in those spaces, and keep building relationships with Millennials for years to come.