YouTube Study Finds Millennials Like Ads - Multichannel

YouTube Study Finds Millennials Like Ads

Research by comScore finds preference for digital video
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Millennial viewers, usually thought of as aware and even skeptical of advertising, respond to ads that are relevant, a study conducted by comScore for YouTube found.

The study also said that while young viewers watch more traditional TV than digital video, they express a strong preference for YouTube and binge watch more than older viewers.

Among 18 to 34 year olds, 62% said they take action after viewing an ad, compared to 51% in the 35 and up age group, and 47% of young viewers said they pay more attention when viewing personalized ads, compared to 35% among older viewers.

“Many millennials exhibit a more favorable response to brand that earn their loyalty and are relevant,” comScore said in a blog post.

Read more at B&C.