The effect of online advertising on young people
Gone are the days when brands had to approach potential customers via TV commercials, billboards, or print media. The widespread social media platforms simplified the marketing process for businesses of every level
Online ads enabled brands to target young audiences on a level like never before. Since millennials are early adopters of market trends, creative ad campaigns generate better ROI (return on investment) for the companies.
However, this ever-growing marketing strategy raises a few concerning questions about its short and long-term effects on youth. Let's dig deeper.
The influence of online advertising on young people
Youngsters between 13 and 17 years of age in the US use the internet daily, research shows. Besides, almost half of that age group accepts that they stay active online constantly. These figures are indeed not surprising. Hence, social media ads are booming with high exposure rates to young prospects.
Nowadays, companies apply profile-targeting methods to attract young consumers through social media, online games, and apps. These online ads can create awareness among youth about a new product, technology, or service launch. Besides, there are meaningful social media campaigns that promote healthy habits. On the other hand, some adverts can negatively impact their buying patterns.
For instance, celebrity advertising can push minors toward unhealthy, high-calorie, low-nutrient food choices. Further, influencer marketing develops a preference for luxurious and branded garments among teens as they consider them a status symbol. Contrarily, they dislike non-promoted products even if they may be at par in quality.
The dark side of online advertising
Brands are optimistic about converting social media addiction into a fruitful marketing plan to boost their business. They target minors based on their hobbies and interests. A persuasive intent behind social media marketing leads to impulsive buying patterns among youth, even if they don't require that product.
Such digital ad campaigns seem personally relevant to children who use them as a cue to make a purchase. Due to a lack of knowledge, children fail to recognise this marketing gimmick and fall into the trap. For example, online games expose users to contextual ads or in-app purchases to improve their gameplay. This buying behavior is a clear sign of gaming addiction among youth.
Simply put, the immature brain of children can't process marketing on a deeper level. Thus, online ads influence a child's habits by creating a positive buying attitude toward brands.
The effects of online advertising on mental health
Addiction and Compulsive Behaviour
The neuromarketing principle used in online ads creates a compulsive buying habit in youngsters. This manipulative marketing technique encourages prospective clients to purchase more by focusing on their subconscious or emotional state.
Aggression
Some online ads may have aggressive content. Although targeted toward adults, easy internet access exposes such adverts to youngsters. Due to misinterpretation, these ads can likely develop negative behaviors in children, such as bullying or violence.
Lower self-esteem
To stay ahead of the competition, brands often compare products to promote them as a superior choice. This marketing tactic instills an inferiority complex in children. Today's generation is an ardent follower of a FOMO concept (fear of missing out). They consider a particular product or service as an ultimate source of happiness.
So youngsters, especially teenagers, will feel a void if they can't buy a high-end product. Eventually, it'll lower their self-esteem.
Eating disorders
Sometimes, celebrities or fashion influencers in social media ads create a false "perfect body" identity among teens. This problem of body image is evident in both genders. In the race for perfect looks, they follow the wrong diet regimes that lead to eating disorders. Failing to meet their beauty goals, they even go into depression.
Online advertising and online gambling
According to a study by The UK Gambling Commission, 37% of 11 to 16 age of youngsters admitted to exposure to gambling campaigns via online media.
iGaming organisations adopt a light-hearted and humorous content marketing approach to attract young minds across social media channels. Since youngsters need help understanding the advertising tactics, they only focus on the rewarding experience operators promote to lure them.
Research shows that high-volume digital gambling campaigns by real money USA online casinos are more attractive to young clients (under 25 years) than adults. Usually, these ads display games like slots as a fun and harmless activity. Hence, high exposure builds a positive attitude toward gambling brands.
Further, betting sites launch time-sensitive promotions during mega sports events to entice more gamblers. Adults can understand the win-and-lose factor of these events, but not youngsters since their brain is still developing. Hence, the lucrative offers lead to emotionally driven and impulsive behavior. They will place a bet for an ongoing tournament hoping for a big win.
Bottom line
This paradigm shift from traditional to digital media changed various industries' advertising landscape. However, it's time that brands recognise the side effects of their social media ad campaigns on youngsters. Leveraging a different approach in terms of sensitivity is key to marketing without harmful exposure and buying behaviors.
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