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comScore Report- Next Generation Strategies for Advertising to Millennials

comScore Report- Next Generation Strategies for Advertising to Millennials
Wednesday January 25 2012

Study looks at unique characteristics of Americas’s younger consumers and their responses to advertising across platforms

comScore has released the report Next-Generation Strategies for Advertising to Millennials, highlighting the results from a recent comScore study that identifies the unique characteristics of the Millennial generation, commonly defined as persons born between 1981 and 2000.

The study examined Millennials’ responses to different types of advertising, including TV and digital, compared to older generations, and how marketers can most effectively target this large and important segment.

“The 79 million Millennials in the U.S. have an estimated purchasing power of $170 billion dollars per year, making them a highly attractive segment for brands to target” said comScore vice president Bert Miklosi. “Their comfort-level with the Internet and technology in general makes the digital medium an ideal platform for reaching these individuals. But as is typical with younger people when compared 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. ”

To download a complimentary copy of the report, please visit: The study results will also be presented via a live webinar through the Advertising Research Foundation on January 31st.