Gen Z aren’t just tuning into YouTube for the videos – they’re also watching the ads.
Six in 10 teens would watch a YouTube ad quite than skip it, while almost half can recall an ad they’ve seen on the platform. That’s in keeping with Precise TV and Giraffe Insights research.
The news comes after YouTube reported a 4.4% increase in ad revenue for the second quarter of 2023.
Why we care. Brands wishing to attach with Gen Z (people born between 1997 and 2012) should want to consider transitioning their ad spend away from traditional TV and into YouTube for stronger engagement, recall and purchase influence.
Dig deeper: Why video is the marketing channel you possibly can’t afford to miss
Interesting stats. The research identified several findings that could be of interest to advertisers hoping to focus on the Gen Z audience, including:
- Almost eight in 10 teens watch YouTube, making it the primary platform on this market.
- 45% of teens are more likely to recall an ad they’ve seen on YouTube.
- Gen Z teens are twice as more likely to recall an ad on YouTube than TikTok.
- YouTube is where teens see the most effective and most engaging ads.
- One in five Gen Z teens said YouTube is an element of their each day routine.
A shift in ad spend. Denis Crushell, Precise TV’s Chief Commercial Officer, , explained that advertisers are now shifting budgets from traditional TV to YouTube ads. He said:
- “These findings are already convincing a lot of our promoting partners — agencies, media corporations and brands — to double down on YouTube as their top video promoting channel.”
- “Additionally, we’re experiencing more media buyers coming to us who were historically reluctant to focus on teens and families because Precise TV can uniquely deliver video-level targeting and performance — all in a very COPPA-compliant way. As a result, expect more advertisers to maneuver their ad buys from linear TV to YouTube.”
Deep dive. Read the Precise Advertiser Report in full for more information
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