When it comes to younger demographics and mobile devices, online ads are not reaching their targets. Nielson’s Digital Ad Rating Service’s reports indicate that “Forty-four percent of online ad campaigns aimed at 18 to 34-year olds” were successful. The rest went sight unseen.
The reasons for this lack of engagement can be chalked up to several issues. First, young people may not have enough buying history or consistent interests that would allow marketers to determine which niche or special interest platform they would find appealing. Not knowing where your online audience gathers makes ad placement difficult. Additionally, mobile is still a relatively new environment and one in which marketers are still finding their place. Mobile apps like Snapchat and Instagram are used by younger demographics, who are tech savvy and know how to block ads. The platforms on which the younger demographic gathers choose to limit traditional online ads in favor of influencer marketing, a less invasive form of advertising. Nielson didn’t measure the rate at which young people receive product promotions through influencers on social media platforms. Accounting for this kind of ad delivery might skew the numbers, resulting in a more realistic report.
While desktop ads and ads meant for the 35 to 64-year old demographic have a 54 percent rate of reaching their target, these ads are less personal. Younger consumers are growing accustomed to personalized ads. As Nielson’s marketing effectiveness director for the UK and Ireland told CNBC, mobile platforms “are superior in reaching narrower audiences.”