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Have you seen The Customer-Focused Marketing Playbook?

This comprehensive and practical guide to the latest ideas in customer-focused marketing hands you over 200 packed pages of strategy, best practices, do's and don'ts, practical know-how, facts and figures, and ideas to optimise your marketing strategy, boost sales, market share, increase ROI and profit.

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Young consumers are a mix of ad-avoiders and advocates

Get yourself some branded 'social influencer' content

Teens are +18% more likely to "like" branded influencer videos than young millennials, and brand influencer videos yield stronger recommendation levels compared to TV, according to Fullscreen's Neuroscience Intensity Research conducted in partnership with research lab MediaScience.

The study evaluated Gen Z and young millennials' attention to, response to, and impact of traditional brand advertising versus YouTube branded influencer videos. The firms used 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. Key findings from the research included:

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% 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% 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% v. Pre-Roll) and Brand Loyalty (+10% v. TV; +13% v. Pre-Roll) than traditional brand formats.
Influencer viewers are brand advocates. Brand Influencer videos yield stronger recommendation levels compared to TV (+10%) and Pre-Roll (+13%).

"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, Fullscreen. "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."

To learn more about the Neuroscience Intensity Research, visit: https://fullscreenmedia.co

Sources: Fullscreen / The Marketing Factbook.
Copyright © 2018 - 2025 The Marketing Factbook.

Categorised as:

Customer Experience
Customer Loyalty
Knowing The Customer
Marketing Know-How

Have you seen The Customer-Focused Marketing Playbook?

Learn the insider's tricks and techniques to turn every customers into a 'super spreader' for your brand. It's better than free advertising. Once you start this ball rolling, your brand can grow rapidly through word-of-mouth, advocacy, influencers, and customer loyalty. Super-charge your company's marketing strategy, build up your market share, and make more sales through repeat business and customer loyalty.

Find out what works - and what doesn't - and who's succeeded, and how they did it. See how the world's top brands keep their competitive edge against all odds.

The Customer-Focused Marketing Playbook walks you step-by-step through the techniques, metrics, reporting, analysis, marketing models, technologies, tools and innovations for successful marketing strategies - both traditional and emerging - with expert guidance from thought leaders in every major market. Find out the best ways to gather, analyse, and act on customer data to increase profitability, build your brand, empower your customers, beat the competition, reduce churn, and increase customer profitability. This is a marketing book you simply can't afford to be without.

This book aims to hand you all the facts, figures and research data you need for the best decisions for a more profitable, more engaging marketing strategy. It also highlights all the facts, forecasts and trends identified by our experts from the global Marketing Factbook's vast database of market data, news, studies, research and articles, and presents you with an invaluable library of ideas and practical support you can call upon at will.

With The Customer-Focused Marketing Playbook at your side, you'll have instant access to a true goldmine of easily adaptable and up-to-date strategies, walk-throughs, trends, research and market data, plus all the supporting arguments you need to build a solid, profitable marketing strategy.

Get it on Amazon (Kindle/Print)