How Does Online Video-Based Advertising Perform in Reaching Millenials and Gen Z?
- Jori van de Spijker
- Aug 18
- 10 min read
Research study on attention and brand recall for social reel, social feed and pre-roll advertising
Nowadays, many brand managers will admit that one of their biggest challenges is determining how to effectively reach the youngest members of their target audience – i.e., "Millennial" or "Gen-Z" consumers – through advertising campaigns. According to a recent report by the World Advertising Research Center, consumers that fall within one of these demographic groups typically spend the vast majority (60-65%) of their media consumption on online channels. As a result, brands seeking to advertise through video also tend to allocate considerable parts of their advertising efforts to online channels (instead of TV) to be noticed by these younger consumers.