Skipping ads. DVR-ing television shows. Installing ad-blockers. These behaviors have all become a common part of the Millennial experience – and what’s more, they are behaviors that are engrained in subsequent generations of consumers (Gen-Z and even Gen-Alpha).
But when did marketing become a game of “consumers vs. advertisers?”
In a new feature, Advertising Age explains why the most pressing marketing challenge of 2016 will be how to achieve efficiency (and effectiveness) as people go out of their way to avoid ads. Here are some of the highlights:
– 55% of television viewership today is delayed via DVRs, video-streaming services and the like (Deloitte). That’s more on-demand viewing than live viewing.
– Ad-blocking, which was previously a behavior demonstrated by “techies and teens” is rapidly going mainstream. Some estimates suggest that 30% of Millennials have ad-blockers installed.
– Marketers have a new buzzword to learn: “native e-commerce.” Targeted sampling programs that get product in the hands of the right people, at the right times, are paying off for CPG brands in particular.
– Retailers, grocery stores and QSR brands are innovating the in-store shopping experience at a more rapid rate to cater to consumers’ shifting expectations. Similarly, CPG brands are using tech to innovate their packaging to stand out (think Coke’s ‘Share a Coke’). In an online world, offline still matters.
– In an increasingly polarized culture, relevance is more important than ever. Brands must find new ways to reach people by getting them to “opt in” or actively participate.
Our POV: In 2016 and beyond, the companies that win will be those that partner with people to create stronger, more meaningful connections – beyond the impression.
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