According to video ad tech company Unruly, these 18-34-year-old digital natives are 112% more inclined to share online ads and they are also 23% more likely to enjoy ads they find relevant.
Considering these young consumers have a collective spending power of an estimated $2.45 trillion, these latest insights could help marketers to engage more effectively with this highly sought-after demographic.
Unruly based its findings on a survey of 3,200 people in eight countries – the US, UK, Germany, Australia, Sweden, France, Indonesia and Japan – and combined the results with data from the Unruly Pulse platform, which is powered by first-party data on emotional advertising.
On top of their willingness to share video ads, the report found millennials respond best to happiness and inspiration – they are 27% more likely to feel happy and 25% more likely to feel inspired when watching video ads than the average.
However, while this generation loves to share ads, they are also unforgiving about poor quality advertising and a full 93% say they would consider installing ad blocking software in the future.
The main reasons why millennials consider ad blockers are because they get served too many ads (58.9%), are shown the same ad repeatedly (49.4%), or they feel "creeped out" by ads that follow them around the web (43.1%).
Also of note for marketers, the survey revealed that millennials demand authenticity from brands, with three-quarters (74%) saying they lose trust in a brand if an ad feels fake. In addition, four-in-five are prepared to mute a brand's video ad.
Commenting on the findings, Sarah Wood, co-CEO at Unruly, observed that millennials are a high risk, but also high reward, demographic for advertisers.
"They're overexposed to ads, and looking to clean up their online experiences by installing ad blockers," she said. "This presents a great opportunity for the advertisers who take the time to create content that cuts through to engage and inspire millennials."
Data sourced from Unruly; additional content by Warc staff