Turns out men are more emotional than women when it comes to video ads – Millennial men, that is. According to new data out from Unruly men between the ages of 18 and 34 were more likely to become angry or get excited while watching video ads than women, and than other, older male demographics.
When it comes to engaging Millennial men, brands should go for the emotional angle – be that excitement, anger or even sadness. That’s the takeaway from new Unruly data which should Millennial men are more emotional when watching video ads than their female counterparts.
Unruly’s US President, Richard Kosinski, said: “Understanding how and why different viewers react to video content is so important for marketers. Consumers who are more emotionally engaged with a branded video are more likely to share the video, more likely to remember the brand, and most importantly, are more likely to buy the product. For marketers, this means more engagement, more earned media and, ultimately, more sales.”
Some interesting takeaways from the report include:
• Millennial men were found to be more aroused, angry, fearful and contemptuous than the average demographics
• Millennial women were ‘the least nostalgic’ of demographics while watching video ads
• On average, Millennial men were 13% more emotional than Millennial women
• Women over age 55 were ‘most likely to feel intense feelings’ of warmth, sadness or surprise
• Men over age 55 were ‘most likely to fee’ feelings of disgust at ad content