Video Essentials

Online Video Is the Key to Reaching Millennials, Says ComScore

For brands trying to reach younger customers, online video is a smart way to go. That’s one conclusion from “Marketing to Millennials: 5 Things Every Marketer Should Know,” a research report just released by the measurement experts at ComScore.

MillennialsMillennials, the report notes, were born beginning in 1980, and are now between the ages of 18 and 34. They may not be the biggest media audience in the U.S., but they rack up a disproportionate share of screen time.

That screen time is done on their own schedule, ComScore notes. This generation expects TV to be where they want it, when they want it. It’s much more into video-on-demand viewing that older generations, which makes reaching Millennials with TV commercials a poor idea.

Charting Millennials’ viewing habits, ComScore find them likely to have viewed multiple video-on-demand programs in the past month and more likely to enjoy online content. They also overwhelmingly (90 percent) skip ads on recorded shows.

“An increasingly challenging aspect of marketing to Millennials is that they are more difficult to reach via TV advertising than the older population. In fact, 90 percent skip ads when watching recorded TV, which indexes higher than the other age segments. All of this could sound daunting for advertisers, but it really just means that they have to get smarter about targeting their audience on the right platforms – particularly online video,” ComScore concludes.

People in this age group view an average of 356 online content videos each month. That’s double the number that people between 35 and 54 watch, and triple the number that people over 55 watch.

Good news for brands trying to reach Millennials with online video ads: ComScore says Millennials are easier to target than other age groups. Targeted ads aimed at Millennials are highly effective in reaching the right population.

For more tips on reaching Millennials, download the full report for free (registration required).


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