New research from brand-focused entertainment experience firm Fullscreen evaluates Gen Z and young millennials’ attention to, response to, and impact of traditional brand advertising versus YouTube branded influencer videos.
The firm’s Neuroscience Intensity Research, conducted in partnership with research lab MediaScience, used industry leading physiological response tracking tools in a lab setting to monitor 128 subjects ages 13-24 while they watched both a TV sitcom and YouTube videos and were exposed to advertising as it would naturally appear in those two separate environments. Study metrics included eye tracking, biometrics, facial coding, and post-exposure survey.
“Studying the biometric responses of Gen Z and young millennials allows us to understand what types of advertising formats are making an emotional connection and impact. Our study found that influencer branded content delivers TV-like emotions, higher attention than pre-roll, and stronger brand impact across the board that hints at a deeper level of connection between audience and format,” said Pete Stein, general manager at Fullscreen, in a news release.
“Today’s youth audiences are a complex mix of ad avoiders and brand advocates. Marketers need nuanced approaches to effectively impact them, and we believe this research is a step in the right direction to understand what works,” Stein added.
Key findings from the first-of-its-kind research include:
TV-like emotional engagement
Branded influencer videos are on par with the 0:30 TV spot on biometric intensity and joy.
Eyes on target
While viewing branded influencer videos, 93 percent of the time consumers eyes were locked on the content; this is +30% higher than the experience viewing a brand pre-roll ad. This high attention also correlated to 2X higher levels of brand recall than brand pre-roll ads.
Higher levels of brand love from Gen Z
Teens are +18 percent more likely to “like” branded influencer videos than young millennials.
The influencer connection drives deep brand connections
Branded influencer videos delivered higher levels of Brand Attitude (+10% v. TV; +9 percent v. Pre-Roll) and Brand Loyalty (+10 percent v. TV; +13 percent v. Pre-Roll) than traditional brand formats.
Influencer viewers are brand advocates
Brand Influencer videos yield stronger recommendation levels compared to TV (+10 percent) and Pre-Roll (+13 percent).