Study: Digital ads work better than TV on Millennials

Members of the Millennial generation are harder to reach via advertisements than older generations, but respond more to digital ads than those on TV, according to a report from comScore.

Millennials (people born between 1980 and 2000) are described in the report as less interested and more difficult to reach, but also more likely to develop a lasting impression of a TV commercial. Overall, digital advertising appears to work better on relative terms with Millennials than TV ads.

“Their comfort-level with the Internet and technology in general makes the digital medium an ideal platform for reaching these individuals,” said comScore Vice President Bert Miklosi.

“But as is typical with younger people when compared with their older counterparts, Millennials are generally more difficult to persuade via advertising, amplifying the importance of creative and messaging optimization in driving worthwhile returns from an investment in advertising to this segment.”

Millennials’ defining characteristics in the report include their comfort with new technologies, cultural diversity, being accustomed to on-demand access to entertainment, continual stimulation and extreme multitasking.

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