{"id":3622,"date":"2018-11-26T18:30:19","date_gmt":"2018-11-26T23:30:19","guid":{"rendered":"http:\/\/stage.hearts-science.com\/?p=3622"},"modified":"2019-02-08T15:23:18","modified_gmt":"2019-02-08T20:23:18","slug":"cutting-through-the-noise-to-reach-millennials","status":"publish","type":"post","link":"https:\/\/hearts-science.com\/en-gr\/cutting-through-the-noise-to-reach-millennials\/","title":{"rendered":"Cutting through the noise to reach millennials"},"content":{"rendered":"<h1>Speak the millennial\u00a0language<\/h1>\n<p>Mobile pioneers known as millennials are now in their earnings prime, spending five hours per day on their phones and engaging directly with their favorite brands.<\/p>\n<p>But reaching them has never been more difficult. Competition aside, here\u2019s what brands are up against when it comes to marketing to millennials:<\/p>\n<ul>\n<li>50% avoid ads on websites; 47% avoid ads on mobile<sup>1<\/sup><\/li>\n<li>38% of internet users have ad blockers installed<sup>1<\/sup><\/li>\n<li>The average click-through rate for a web display ad is 0.35%<sup>1<\/sup><\/li>\n<\/ul>\n<p>In the U.S., millennials represent 95 million souls between the ages of 24 and 38. They are mobile-first, research obsessed and increasingly impatient with a combined spend of $200 billion per year.<sup>2<\/sup>\u00a097% own smartphones, which they interact with 88 times per day.<sup>3\u00ad\u00ad<\/sup><\/p>\n<p>Instant information, 24\/7 support and media on demand are the expectation and not the exception for millennial consumers. The proof is in search. According to Google, mobile searches for \u201copen\u201d + \u201cnow\u201d + \u201cnear me\u201d have grown by over 200% in the last two years alone.<sup>4<\/sup><\/p>\n<h3><strong>Additional data from Google tells us:<\/strong><\/h3>\n<ul>\n<li>51% of smartphone users have purchased from a company or brand other than the one they intended to because the information provided was more useful.<sup>5<\/sup><\/li>\n<li>73% of consumers say that regularly getting useful information from an advertiser is the most important attribute when selecting a brand.<sup>5<\/sup><\/li>\n<li>69% of online consumers agree that the quality, timing and relevance of a company\u2019s message influence their perception of a brand.<sup>5<\/sup><\/li>\n<\/ul>\n<p>Needless to say, brands who can satisfy the impulsive \u201cneed it now\u201d behaviors of millennials are primed to win.<\/p>\n<p>So how do you get there with ads?<\/p>\n<h2><b>Your campaign guide<\/b><\/h2>\n<p>Susannah Keller, Executive Vice President Global Account Director at BBDO, warns:<\/p>\n<blockquote><p><i>\u201cIt\u2019s even more important now that media, creative and brand are sitting together at the beginning of the process because people are going to apps for very specific reasons. And we need to make sure that the content that we\u2019re putting out there is delivering on the context of the app, that it\u2019s entertaining, that it\u2019s adding value to consumers\u2019 experiences.\u201d<\/i><\/p><\/blockquote>\n<h3>Here are three things to keep in mind when marketing to millennials.<\/h3>\n<ol>\n<li><b> Grant Control.<\/b> 74% of consumers are more receptive to ads that are rewarding or allow them to control the elements of their experience. For example, consumers like ads that let you earn points, unlock exclusive content or provide an ad-free experience for a specific amount of time.<sup>3<\/sup><\/li>\n<li><b> Go Native.<\/b> Ensure that your ads match the look and feel of the content they appear next to.\u00a0For example, 51% of people don\u2019t mind when podcast ads are read by the host.<sup>3<\/sup> Or think about the last time you heard a radio host read an ad on the radio. Did you find it less intrusive?<br \/>\n<b>Related post:<\/b> <a href=\"https:\/\/www.hearts-science.com\/how-brand-safety-and-bold-creative-mix\/\" target=\"_blank\" rel=\"noopener\">How brand safety and bold creative mix<\/a><\/li>\n<li><b> Be Relevant.<\/b> 58% of people are okay with ads as long as they are a sponsored post from someone they follow.<sup>3<\/sup> Influencer posts or followed brands have an advantage here.<\/li>\n<\/ol>\n<p>Personalization is also key. 55% are okay with ads personalized to their search or purchase history, and 62% of millennials say they\u2019re more likely to become loyal customers if a brand engages with them on social networks.<sup>2<\/sup><\/p>\n<h2><b>Be a brand that wins<\/b><\/h2>\n<p>Achieve this and you\u2019ll soon find dedicated customers welcoming your ads, subscribing to your social channels, downloading your apps and opting in to your emails.<\/p>\n<p>At Hearts &amp; Science, we\u2019re investing heavily in new research, methodologies and measurement to help our clients get their brand story in front of millennials in a mobile-first world. We call it Forces of Change and you can learn more about our research and insights <a href=\"https:\/\/www.hearts-science.com\/force\/the-unreachables\/\" target=\"_blank\" rel=\"noopener\">here<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Speak the millennial\u00a0language Mobile pioneers known as millennials are now in their earnings prime, spending five hours per day on their phones and engaging directly with their favorite brands. But reaching them has never been more difficult. Competition aside, here\u2019s what brands are up against when it comes to marketing to millennials: 50% avoid ads [&hellip;]<\/p>\n","protected":false},"author":18,"featured_media":6917,"comment_status":"closed","ping_status":"closed","sticky":true,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[40],"tags":[],"class_list":["post-3622","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-the-evolving-consumer"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Cutting through the noise to reach millennials &#8211; Hearts &amp; Science<\/title>\n<meta name=\"description\" content=\"Mobile pioneers known as millennials are now in their earnings prime, spending five hours per day on their phones and engaging directly with brands.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/hearts-science.com\/cutting-through-the-noise-to-reach-millennials\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Cutting through the noise to reach millennials\" \/>\n<meta property=\"og:description\" content=\"Mobile pioneers known as millennials are now in their earnings prime, spending five hours per day on their phones and engaging directly with their favorite brands.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/hearts-science.com\/cutting-through-the-noise-to-reach-millennials\/\" \/>\n<meta property=\"og:site_name\" content=\"Hearts &amp; 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