Although the pandemic and the fact that VoD platforms had been becoming more and more popular in the previous years caused more consumers and more demographics to enter them, until not many years ago there was a kind of demographic separation in how it was accessed to the contents. While older consumers maintained their linear television consumption, younger consumers had already started to consume directly on streaming platforms.Although services such as Netflix or Prime Video have been conquering more demographics and entering the homes of more consumers as something ‘normal’ to watch content, there still exists a certain generational division, at least in who remains in the media traditional and to whom reach the messages that are served in them.

The TV audience drops when you analyze what millennials or Generation Z watch and rises when you study baby boomers. In a way, the same is true of other ‘old-time’ media formats, which have audiences skewed more towards the older side of the population balance.And if consumers change how they consume content and how they access information based on their age, it is to be expected that they will also change in how they access ads and which advertising they value the most (or affect their purchasing decisions the most).Thinking that ads in traditional media determine what millennials or Zs buy, when these generations do not consume as many hours of information and entertainment on them as baby boomers, seems something that already starts from a somewhat questionable base.

If they’re not spending time Pakistan Email List there, ads using those avenues are unlikely to achieve those expected benefits.Studies show that belief is inconsistent. The last one comes from Australia and has studied consumer consumption patterns and which advertising messages have the most impact on their purchasing decisions and their connection with brands. The data show that for younger consumers, what matters is what happens on digital channels.Generation shockThus, among consumers aged 18 to 34, the probability of engagement with an ad rises by 37% if it appears on social networks, as the study by Adzooma concludes.

The same study indicates that among this age niche the ads that have the most impact are those of online video. They have an effect 34% higher than those of traditional advertising.In advertising on social networks, the one that gives the best result in terms of purchase are personalized ads. 43% of those surveyed recognize that they are more likely to buy if the ads on social networks are adjusted to what they are interested in.And, in front of them, older consumers are positioned, which in this study is a hodgepodge of older millennials, baby boomers and Generation X. Their data indicates that for those over 35, the probability that they will buy after An ad goes up when they have seen it on television.

That is, for them, television is still the one that has the most impact with its advertising on their potential purchase decisions.Are all traditional ads dead for younger consumers? Not at all. Although the ads on social media segmented based on their tastes are the ones that achieve better data in general, specifically some ‘usual’ ads achieve better data than others.That is, within lifetime advertising, some formats achieve better conversion than others. For example, in print advertising the one that appears in transport centers works better (the ads you see on the walls of the subway, for example) and, in this advertising format, billboards win out over posters.

Leave a Reply

Your email address will not be published. Required fields are marked *