How a generation of 30 year olds is changing digital advertising

We translated the most interesting from the study of the company Sharethrought about what kind of media and advertising we love. The original text is called "Study: The Millennial Perspective on Native Ads". A play on Millennials and the fact that native advertising is a millennium format.
If you are between 20 and 35, replace the word “millenial” in the text with “I”, and nothing will change.

For the millennial future

A quarter of the US population - representatives of the Millennial generation. 75.3 million people who generate a huge market turnover of $ 1.3 trillion per year.

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Comment Relap.io
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This is 2 times more money than the most expensive company in the world - Apple.

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Joshua Topolsky, co-founder of Vox and The Verge

The generation that grew up in the Internet era is the most inconsistent in dealing with brands: they love passionately and instantly forget. And all over again.

It's all about user experience

For millennials, user experience is a defining concept, and a positive advertising experience affects their entire online presence. Convenience is essential for a generation of people who have matured during the heyday of mobile technology and fast Internet.

Millennials want to see ads that do not destroy user experience.

News feeds are the main channel for content consumption.

Headlines in the news feed

• 80% think that headlines should be informative;
• 1 out of 5 users read only headers.

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Comment Relap.io

The title will be read if it is understandable, useful and solves the user's problem. In one of the advertising campaigns, we increased the CTR 10 times by simply changing the image and title.

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Advertising embedded in the news feed is more convenient and preferable to other forms of digital advertising.

• 80% of Millennials consider embedded advertising convenient;
• 44% say that such advertising improves their attitude to the publication, site or application.

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Comment Relap.io

Read more about how there are ways to distribute branded content in the tapes of media platforms.

Why native advertising has become the main trend of the media and how to implement it on Russian sites

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Millennials prefer autoplay video

Headlines play a crucial role in the video.

Advertising embedded in content improves brand attitudes and promotes sales.

• 48% believe that brands that embed native advertising in the news feed are interested in trusting relationships with the customer;
• 38% tend to buy products and services of brands that embed native advertising in the tape.

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Comment Relap.io

We distribute brand content on Russian media platforms. For example, Tinkoff or Aviasales comes in and we bring the audience to their blogs and special projects. Advertising is embedded in the tape edition and looks like an article. Our partners: RIA News, AdMe, COUB, TJournal, Layfhaker and other media.

If your blog, special project or landing page needs an audience - write to ads@relap.io

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Conclusion

Brands and publishers should tremble with the convenience of users, seconds are enough to lose their loyalty.
The title has become a new engine of branded content in the mobile era - the brand has to invest as much power in the creation of headlines as it used to put into the slogan.