Gen Z aren’t simply tuning into YouTube for the movies – they’re watching the adverts too.
Six in ten teenagers would choose to look at a YouTube advert slightly than skip it, whereas nearly half can recall an advert they’ve seen on the platform, in response to analysis from Exact TV and Giraffe Insights.
The information comes after YouTube reported a 4.4% increase in ad revenue for the second quarter of 2023.
Why we care. Manufacturers wishing to attach with Gen Z might need to contemplate transitioning their advert spend away from conventional TV and into YouTube for stronger engagement, recall and buy affect.
Fascinating stats. The analysis recognized plenty of findings which may be of curiosity to advertisers hoping to focus on the Gen Z viewers, together with:
- Nearly eight in 10 teenagers watch YouTube, making it the primary platform on this market.
- 45% of teenagers are more likely to recall an advert they’ve seen on YouTube.
- Gen Z teenagers are twice as more likely to recall an advert on YouTube than TikTok.
- YouTube is the place teenagers see the very best and most participating adverts.
- One in 5 Gen Z teenagers stated YouTube is a part of their each day routine.
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A shift in advert spend. Exact TV’s Chief Industrial Officer. Denis Crushell, defined that advertisers at the moment are shifting budgets from conventional TV to YouTube adverts. He stated:
- “These findings are already convincing a lot of our promoting companions — companies, media firms and types — to double down on YouTube as their prime video promoting channel.”
- “Moreover, we’re experiencing extra media patrons coming to us who have been traditionally reluctant to focus on teenagers and households as a result of Exact TV can uniquely ship video-level concentrating on and efficiency — all in a totally COPPA-compliant manner. Because of this, count on extra advertisers to maneuver their advert buys from linear TV to YouTube.”
Deep dive. Learn the Precise Advertiser Report in full for extra info.
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Concerning the creator
Nicola Agius is Paid Media Editor of Search Engine Land after becoming a member of in 2023. She covers paid search, paid social, retail media and extra. Previous to this, she was search engine optimization Director at Jungle Creations (2020-2023), overseeing the corporate’s editorial technique for a number of web sites. She has over 15 years of expertise in journalism and has beforehand labored at OK! Journal (2010-2014), Mail On-line (2014-2015), Mirror (2015-2017), Digital Spy (2017-2018) and The Solar (2018-2020). She additionally beforehand teamed up with search engine optimization company Blue Array to co-author Amazon bestselling ebook ‘Mastering In-Home search engine optimization’.
