Study: Digital ads work better than TV on Millennials

by Gautham Nagesh - 01/24/12 4:44 PM ET

{mosads}“But as is typical with younger people when compared with their older counterparts, Millennials are generally more difficult to persuade via advertising, amplifying the importance of creative and messaging optimization in driving worthwhile returns from an investment in advertising to this segment.”

Millennials’ defining characteristics in the report include their comfort with new technologies, cultural diversity, being accustomed to on-demand access to entertainment, continual stimulation and extreme multitasking.

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