Ad blockers resulted in an estimated $54 billion in lost ad revenue in 2024 (Statista).
47% of Gen Z uses ad blockers, and that number keeps climbing. Kantar research shows 86% skip ads whenever they can. The remaining ads? They're getting tuned out by a generation that switches between seven screens per day and maintains an attention span of just 8 seconds.
The math is jarring: Advertisers are spending more than ever – $740 billion globally in 2023 – yet reaching fewer viewers. Traditional TV spots, pre-roll videos, and banner ads are increasingly hitting a wall of resistance from today's most valuable consumers.
But some brands have found a way around this digital fortress. They're reaching Gen Z, multicultural audiences, and other premium demographic segments by appearing exactly where traditional ads can't go: inside the content itself. Through Mirriad's in-content advertising marketplace, these advertisers are turning their biggest challenge into their greatest opportunity.
REACHING THE HARD-TO-REACH WITH VPP
Mirriad's platform seamlessly integrates brand assets into existing content, creating natural-looking product placements and branded elements that feel organic to the viewing experience. This approach offers several unique advantages for reaching specific audience segments:
AUTHENTIC CONNECTION WITH GEN Z
Generation Z, born between 1997 and 2012, is notoriously resistant to traditional advertising. They value authenticity and are quick to dismiss obvious marketing attempts. Mirriad's in-content advertising resonates with this demographic because:
- It respects their viewing experience by avoiding disruptive interruptions
- Brands appear naturally within the content they're already engaging with
- The integration feels more authentic and less "sales-focused"
- It allows brands to align with cultural moments and trending content
CONNECT WITH CULTURE
Mirriad's marketplace enables advertisers to target specific demographic groups through careful content selection and placement strategies. For example:
- Cultural Relevance: Brands can integrate their messaging into content that already resonates with specific cultural communities, ensuring authentic representation and cultural sensitivity.
- Language-Specific Content: Advertisers can reach multilingual audiences by placing their brands in content produced in different languages, without requiring separate campaign creation.
- Interest-Based Targeting: The platform allows brands to align with content that matches specific interest categories, from sports and music to cooking and technology.
DATA-DRIVEN ACTIVATION
To maximize the effectiveness of in-content advertising for specific audience segments, brands should consider the following strategies:
CONTENT SELECTION
The marketplace provides detailed audience data for available content, allowing advertisers to select programming that already attracts their target demographic. This ensures brand messages reach the right viewers in a context they're actively engaged with.
CONTEXTUAL RELEVANCE
Successful campaigns leverage Mirriad's AI-powered technology to identify optimal placement opportunities that align with both the content narrative and brand objectives. This creates more meaningful connections with specific audience segments.
PERFORMANCE MEASUREMENT
The platform offers robust analytics tools to measure campaign effectiveness across different demographic groups, enabling advertisers to optimize their approach based on real data and audience response.
BEST PRACTICES FOR SPECIFIC AUDIENCES
When targeting particular demographic groups through Mirriad's marketplace, consider these key principles:
- Authenticity First: Ensure brand integrations feel natural and enhance rather than detract from the viewing experience.
- Cultural Competence: Work with content that genuinely represents and speaks to your target audience's cultural context.
- Strategic Timing: Align campaigns with relevant cultural moments, seasonal events, or trending topics that resonate with your target demographic.
- Multi-Platform Approach: Leverage Mirriad's diverse content library to reach audiences across different platforms and viewing habits.
LOOKING FORWARD
As traditional advertising continues to lose effectiveness, particularly with younger audiences, Mirriad's in-content advertising marketplace offers a compelling solution for brands seeking to connect with specific demographic groups. By providing non-intrusive, culturally relevant brand integrations, advertisers can build authentic relationships with their target audiences while respecting their viewing preferences.
For marketers looking to reach diverse audiences or connect with Gen Z, Mirriad's marketplace represents more than just an advertising platform – it's a gateway to creating meaningful brand presence in the content these audiences already love and trust.
The future of advertising lies in creating these seamless, authentic integrations that add value to the viewing experience while delivering brand messages effectively. Through Mirriad's contextual platform and diverse content partnerships, brands can stay ahead of the curve and build lasting connections with their target audiences.
This article was written by Emily Oberkrieser, Mirriad's Director of Integrated Marketing. Follow us on LinkedIn here.
