Providing in-depth insight, data, and analysis of everything digital. BI Intelligence

Why Millennials Hate Your Mobile Ads

ARE MILLENNIALS DIFFERENT?

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  

AND THEY’RE ALSO MOBILE ALWAYS

Source: Millennial Media, 2015

Millennial Device Time Spent

Smartphone   Tablet   PC  

70%  

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  

A MOBILE MILLENNIAL LIFE

THE MOBILE MARKETER’S FALLACY

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  

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  

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  

THE MOBILE MARKETING TRIFECTA

THE MILLENNIAL MARKETING TRIFECTA

CONTEXT

The Mobile Marketing Trifecta: Context

Content  –  context  =  spam  

Content  –  context  –  integra2on  =  worse  spam  

Content  –  context  –  integra2on  –  “Oh  cool”  =  desktop  spam  

LEVELS OF MOBILE MARKETING SPAM

THE MILLENNIAL MARKETING TRIFECTA

CONTEXT INTEGRATION

The Mobile Marketing Trifecta: Integration

Content  –  context  =  spam  

Content  –  context  –  integra2on  =  worse  spam  

Content  –  context  –  integra2on  –  “Oh  cool”  =  desktop  spam  

LEVELS OF MOBILE MARKETING SPAM

THE MILLENNIAL MARKETING TRIFECTA

CONTEXT INTEGRATION “OH COOL”

The Mobile Marketing Trifecta: “Oh Cool!”

The Mobile Marketing Trifecta: “Oh Cool!”

≠  ADS   ADS  

USING MOBILE LIKE MOBILE

ß  The  LA  Times  

ß  Fast  Company  

ß  Engadget  

“MADE FOR MOBILE”

Source: Snapchat

MOBILE VIDEO SPAM

2007   2015  8  years  of  turning  smartphones  

Content  –  context  =  spam  

Content  –  context  –  integra2on  =  worse  spam  

Content  –  context  –  integra2on  –  “Oh  cool”  =  

LEVELS OF MOBILE MARKETING SPAM

Content  –  context  =  spam  

Content  –  context  –  integra2on  =  worse  spam  

Content  –  context  –  integra2on  –  “Oh  cool”  =  desktop  spam  

LEVELS OF MOBILE MARKETING SPAM

ADS  Content  +  context  +  integra2on  +  “Oh  cool”  =  

THANK YOU!

For more BI Intelligence content visit

intelligence.businessinsider.com