Millennials are known as a digitally savvy group, but does that mean that they view traditional ads as less effective? According to polling by Adroit Digital, many millennials don’t. When the January 2014 study asked US millennial smartphone users about the effectiveness of digital vs. traditional advertising, 36% said that digital ads were more effective; however, the percentage of those who said they were equally effective was close behind, cited by 28% of 18- to 33-year-olds.
But despite what millennials say, digital may be winning the race. While Adroit Digital found that TV ads—a traditional form of advertising—were the most influential in perceiving/valuing a brand among millennials (70% of respondents), digital ad formats beat out the remaining traditional ones. Read the rest at eMarketer.