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Why Millennials Hate Your Mobile Ads

Presented by Jessica Smith
BI Intelligence

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Why Millennials Hate Your Mobile Ads

  1. 1. Providing in-depth insight, data, and analysis of everything digital. BI Intelligence Why Millennials Hate Your Mobile Ads
  2. 2. ARE MILLENNIALS DIFFERENT?
  3. 3. MILLENNIALS ARE MOBILE FIRST Source: Millennial Media, 2015 Millennial Device Access 20%   75%   Mobile  Only   Cross-­‐Device   PC  Only   Can  only   access   internet   on   mobile  
  4. 4. AND THEY’RE ALSO MOBILE ALWAYS Source: Millennial Media, 2015 Millennial Device Time Spent Smartphone   Tablet   PC   70%  
  5. 5. MOST IMPORTANTLY, THEY’RE MOBILE CONSTANT Source: Delvv, 2015 How Many Times A Millennial Checks Her Phone A Day 36%   13%   40%   12%   Too  Many  To  Count   51+   11—50   1—10   50%  check   phones  >  51   Hmes  a  day  
  6. 6. A MOBILE MILLENNIAL LIFE
  7. 7. THE MOBILE MARKETER’S FALLACY
  8. 8. ADS ARE NOT MILLENNIALS’ ENEMY Millennials Prefer Ad-Sponsored Content Source: IAB (N=2,052, Great Britain) 73%   58%   63%   58%   58%   18-­‐24   25-­‐34   35-­‐44   45-­‐54   55+   Prefer  ads  to  support  content  instead  of  paying  
  9. 9. BUT THEY’RE STILL BLOCKING Millennials Prefer Ad-Sponsored Content, But Are Still Blocking Source: IAB (N=2,052, Great Britain) 43%   32%   20%   20%   19%   73%   58%   63%   58%   58%   18-­‐24   25-­‐34   35-­‐44   45-­‐54   55+   Have  downloaded  an  ad  blocker   Prefer  ads  to  support  content  instead  of  paying  
  10. 10. AND MOBILE IS NOW A PART OF THE PICTURE Source: IAB (N=2,052, Great Britain) Where Consumers Are Blocking Ads 46%   80%   19%   19%   47%   71%   19%   23%   Desktop   Laptop   Tablet   Smartphone   +4%  in  four  months   Jun-­‐15   Oct-­‐15  
  11. 11. THE MOBILE MARKETING TRIFECTA
  12. 12. THE MILLENNIAL MARKETING TRIFECTA CONTEXT
  13. 13. The Mobile Marketing Trifecta: Context
  14. 14. Content  –  context  =  spam   Content  –  context  –  integra2on  =  worse  spam   Content  –  context  –  integra2on  –  “Oh  cool”  =  desktop  spam   LEVELS OF MOBILE MARKETING SPAM
  15. 15. THE MILLENNIAL MARKETING TRIFECTA CONTEXT INTEGRATION
  16. 16. The Mobile Marketing Trifecta: Integration
  17. 17. Content  –  context  =  spam   Content  –  context  –  integra2on  =  worse  spam   Content  –  context  –  integra2on  –  “Oh  cool”  =  desktop  spam   LEVELS OF MOBILE MARKETING SPAM
  18. 18. THE MILLENNIAL MARKETING TRIFECTA CONTEXT INTEGRATION “OH COOL”
  19. 19. The Mobile Marketing Trifecta: “Oh Cool!”
  20. 20. The Mobile Marketing Trifecta: “Oh Cool!” ≠  ADS   ADS  
  21. 21. USING MOBILE LIKE MOBILE ß  The  LA  Times   ß  Fast  Company   ß  Engadget  
  22. 22. “MADE FOR MOBILE” Source: Snapchat
  23. 23. MOBILE VIDEO SPAM 2007   2015   8  years  of  turning  smartphones  
  24. 24. Content  –  context  =  spam   Content  –  context  –  integra2on  =  worse  spam   Content  –  context  –  integra2on  –  “Oh  cool”  =   LEVELS OF MOBILE MARKETING SPAM
  25. 25. Content  –  context  =  spam   Content  –  context  –  integra2on  =  worse  spam   Content  –  context  –  integra2on  –  “Oh  cool”  =  desktop  spam   LEVELS OF MOBILE MARKETING SPAM
  26. 26. ADS   Content  +  context  +  integra2on  +  “Oh  cool”  =  
  27. 27. THANK YOU! For more BI Intelligence content visit intelligence.businessinsider.com

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