YouTube Study Finds Millennials Like Ads

Research by comScore finds preference for digital video
YouTube ad.jpg

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.