Consumers across all age groups are now more receptive to online ads and are becoming less concerned about auto-play content and ad skipping, a new study by RevJet has found.
The second annual Ad Experience Sentiment Report analysed the behaviour of more than 1,000 online consumers with the aim of uncovering positive trends for digital marketers to incorporate into their strategy campaigns.
“This latest RevJet Ad Experience Sentiment Report demonstrates significant changes that all digital advertisers should take into consideration – shifting their digital strategy accordingly”, RevJet EVP of Sales and Marketing, Darren Waddell said.
The major takeaway is that of a growing acceptance of digital content of all kinds. Online ads are playing particularly well to younger age groups aged 18 to 44, where there has been a 47% rise year-over-year in consumers paying attention to online ads.
Millennials and Gen Z are most likely to have their interest peaked via ads run on Facebook, while YouTube is a more popular outlet for older viewers aged 45 and over. This age group helped to drive an 85% uptick in attention for ads on the popular video sharing platform.
Older age groups are also happy to wait and watch ads before viewing a clip they have searched for on YouTube. The study found they are 300% more likely to consume ads in their entirety and without skipping. Finally, privacy is one common theme across all age groups as 86% admitted it is an ongoing concern.