The study examined Millennials' responses to different types of advertising, including TV and digital, compared to older generations, and how marketers can most effectively target this large and important segment. The study results will also be presented via a live webinar through the Advertising Research Foundation on 31 January.
"The 79 million Millennials in the US have an estimated purchasing power of US$170bn per year, making them a highly attractive segment for brands to target" said comScore vice president Bert Miklosi. "Their comfort-level with the Internet and technology in general makes the digital medium an ideal platform for reaching these individuals. However, as is typical with younger people when compared their older counterparts, Millennials are generally more difficult to persuade via advertising, amplifying the importance of creative and messaging optimisation in driving worthwhile returns from an investment in advertising to this segment. "
Key findings highlighted in the report include:
The complete study findings will be presented via a live ARF webinar on 31 January. To register, visit the following link and use promo code 'comScore' for complimentary access to the webinar: http://thearf.org/calendar.php?month=01&year=2012&day=31.
For questions about registration, please contact Kelly McSorley with the ARF at gro.fraeht@ylleK.
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