According to a report from Unruly, Millennials are more than twice as likely to share video ads than any other demographic. Yet while these 18 to 21 year-old digital natives are more likely to enjoy and share video ads than any other internet users, they are also the generation most likely to install ad blockers and put video ads on mute. This digital-savvy age group is highly turned off by poor quality advertising. Approximately 93 percent reported considering ad blocking software in the future. The key reasons Millennials gave for considering using ad blockers were overabundance of ads (58.9 percent), repetitiveness of ads (49.4 percent) and invasive nature of ads (43.1 percent).
The study found four out of every five Millennials will mute a brand’s video ads, and are the demographic most likely to do so. Furthermore, Millennials demand authenticity from brands; 74 percent said they lose trust in a brand if an ad feels artificial. Happiness and inspiration are the emotions that resonate best with Millennials, who are 27 percent more likely to feel happy and 25 percent more likely to feel inspired when watching video ads. Finally, Millennial men are the most emotional demographic when watching video ads. They experience various emotional responses including: happiness, arousal, pride and inspiration, exhilaration, amazement, knowledge and shock.