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How to Target Millennials With Billboard Advertising

by Paul Inman  |  
February 22, 2018
  |  4,053 views

When most people think about Millennials, they imagine a tech-savvy and knowledgeable demographic that is increasingly influential—which is why so many marketers believe that online channels offer the most effective way to convert Millennial leads and generate a desired ROI.

The Millennial generation in the UK has swelled to more than 13.8 million members (the youngest of which will have recently turned 17). With such a large group to target, marketers need cost-effective marketing techniques with optimal reach, and digital channels seem to fit this brief to a tee.

Although there is nothing fundamentally wrong with the digital approach, it does prevent some marketers from using other channels and creating fully integrated campaigns.

Out-of-home (OOH) advertising is particularly effective at engaging Millennials, for example, especially when brands take the time to fully understand this medium and get their execution just right.

The Argument for OOH Advertising in the Digital Age


Some of what I'm saying may sound counterintuitive in the Digital Age, but it is important to understand the behavior of Millennials and the way they interact with the world around them.

First, Millennials are increasingly cynical in their treatment of online ads; approximately 63% of them are thought to use ad-blockers on at least one of their devices. That cynicism is largely the result of the saturation of the online space with conflicting and overly promotional ads, which have made it extremely difficult for messaging to shine through.

Another reason Millennials are keen to avoid the type of sales-led and intrusive ads online is that they like to curate their own content. More specifically, they want autonomy to choose the brands they engage with, and it can be extremely difficult to identify the most earnest and trustworthy businesses in an increasingly crowded online space.


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Paul Inman is sales and marketing director for Airoutdoor, a UK-based billboard advertising company.

LinkedIn: Paul Inman

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Comments

  • by Michelle Yue Thu Feb 22, 2018 via web

    "Fully 56% of Millennials are thought to trust the messaging that they read on billboards and OOH materials."
    "Millennials are even more responsive to this type of advertising; they are 17% more likely to engage with a brand through their smartphone after consuming an OOH advert."

    It seems the articles that these stats link to apply to all people, not just millennials, no? A bit misleading...

  • by Laura Forer Thu Feb 22, 2018 via web

    Hi Michelle, Thanks for bringing this to our attention. We've reviewed those two sections you mentioned and have updated the content to better reflect the findings.

  • by Michelle Yue Thu Feb 22, 2018 via web

    Thanks for fixing it so quickly!

  • by mike802 Sun Feb 25, 2018 via web

    I like the idea of raising awareness for OOH advertising such as billboards.

  • by Rich Wed Mar 14, 2018 via web

    As I creative, I love working in outdoor. But this medium has its own unique demands. Fundamentally, use more than nine words and comprehension goes way down. And type must be readable from a distance. This is pretty basic to an effective message that has about four seconds to sink in. Yet, too often today, outdoor boards seem to be blown up print ads instead of clever creative solutions designed for the medium.

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