Businesses trying to market to Millennials have a new marketing tool: the smiley face.

As Millennials spend more time on mobile devices and less watching traditional TV, brands are responding with marketing using emojis, the language of pictographs that is popular with young people, The New York Times reports.

What makes brands think Millennials will respond? Four in 10 Millennials report that they'd rather engage with pictures than words, according to data from marketing agency Deep Focus cited by the Times. In the U.S., younger Millennials aged 18 to 24 spend an average of 91 hours per month in smartphone apps like Instagram and Snapchat, compared to 73 hours for people aged 35 to 44, according to comScore. Both Instagram and Snapchat recently introduced advertisements into their services.

"Everything you know about advertising--chuck it," Laura Desmond, chief executive of media agency Starcom MediaVest Group, told the Times. "It's a completely different world and game with Millennials."

Here is how some brands are using emojis:

  • Chevrolet in June issued a press release entirely in emojis before releasing a decoded version a day later. The hashtag was #ChevyGoesEmoji. 
  • Domino's Pizza allowed customers to order pizza simply by texting or tweeting a pizza emoji. 
  • G.E. in December started a hashtag called #EmojiScience, asking consumers to send emojis to receive short video science lessons. Celebrity scientist Bill Nye appears in some of the videos.