The Millennials’ Favorite
When the three generations were asked to rank their positivity about the different online advertising formats, like desktop displays, paid online search, mobile displays, videos on desktops and mobile videos, the digital natives were the most positive about online search, advertisements on their mobile display and their desktop. Generation Y was – in comparison to the other generations – the most enthusiastic about these formats, preferring desktop videos, which could lead back to the insight before that Millennials spend most of their ‘digital time’ on their desktop. Mobile display and mobile videos were also voted as rather positive. Again, Gen X showed themselves as rather resistant towards these kinds of online formats, having the lowest rates of positivity among the three generations. Their preferred format was paid online search, followed by desktop and mobile display.
Mobile reward videos for the win
Different video advertising formats have been ranked to find out which of them are preferred by the different target audiences. Overall, Generation Z has been the most positive about the different formats, which can be lead back to the insight that digital natives prefer video messages over text messages. The majority of the digital natives rates mobile reward videos as positive, followed by skippable pre-roll and skippable vertical videos. The Millennials voted the mobile reward video also as their preferred format, however, only one third rated it as positive. Also, skippable pre-roll and skippable vertical videos were other preferred ad formats among the options. Generation Xers voted skippable pre-rolls as their favourite, followed by mobile reward videos and skippable vertical videos.