Ad Research by The Bingers

RunningHead:DoMillennialsActuallyWatchYouTubeAds?
DoMillennialsActuallyWatchYouTubeAds?:AStudyonhowMillennialsare
RespondingtoAdvertisementsonYouTube
CamilaPortillo,KristenPeebles,RileyCutler,
DylanMaxwell,ChristinaYi,MattBrooks,AmandaCamejo
DoMillennialsActuallyWatchYouTubeAds?1
Abstract
Thisstudyinvestigatedifmillennialsrespondedeitherbyrecall,attitude,orpurchaseintention
towardadvertisementsonYouTubevideos.Resultsshowedthatmostrespondentsrarelyrecall
thebrandintheadvertisement,thereforeattitudestowardthebrandarentaffected.Therewasa
commonconsensusthatYouTubeadvertisementsdidntaffectpurchaseintentions.Moreover,
thestudyshowedthatviewershavestrongerattitudestowardsthecommercialinterruptingtheir
content,ratherthanattitudetowardstheadcontent.
Introduction
Inordertounderstandmillennialsandtheirinteractionswithadvertising,researchers
havedeterminedthegenerationsmediaconsumptionhabits.Millennialsconsistofadultsages
1834andarenotoriousforbeingtechnologicallysavvy.Thisgenerationisfamiliarwithmost
digital,onlineormobilemediums(Statista).AccordingtoeMarketer,millennialsarethemost
activevideoviewersofanyagegroupintheUnitedStates.Theonlineresearchhubpredicts
therewillbeanoverwhelming78millionmillennialdigitalvideoviewersin2016,representing
morethan92%ofallU.S.millennialInternetusers(eMarketer).Althoughvideoswereoriginally
understoodasentertainmentmedia,millennialshavenowtransformedthemintoanopportunity
forsocializingaswell(
Botterill,Bredin&Dun,2015
).
Alongwithdigitalmedia,millennialshaveatendencytobeearlyadoptersofnew
technology.Theyoungagegroupusesnewtechnology,suchasinteractiveapps,socialmedia
andvideostreamingtosequenceandcompressactivitiesacrossmultipleplatforms(
Botterill,
Bredin&Dun,2015
).Theoverallchangeingenerationalmediahabitshasshiftedthefocusof
advertisingfromtraditionalmediahabitstootherintegratedmarketingcommunicationtactics.
Anincreasingnumberofadvertisementshavebeenfeaturedthroughadvergaming,product
placementandInternetadvertisingtoreachyoungerconsumers(
Tanyel,Stuart,&Griffin,2013
).
Advertisingspecialistshavecapitalizedontheonlineactivityofmillennialsbypresenting
Internetadvertisementsacrosstheweb.Morespecifically,advertisersusestreamedvideosas
hostsforadvertisements,similartoadvertisementsfeaturedontelevision.
Withtherecentshiftandchangesoftechnologyhabits,notmuchinformationhasbeen
gatheredyetaboutMillennialsresponsetoonlineadvertisements,especiallythosefeaturedon
YouTube.Therefore,conclusionshavebeendrawnfromresearchthatwasconductedtotracka
consumersemotionalresponsewhilewatchingatelevisionad.Theresultswerecollected
electronicallyandprovidedcontinuousreportsoftheconsumerslevelofpositiveornegative
affectswhilewatchinganad.Withthis,researchersandpractitionershavedrawnmanyinsights
intoadvertisingeffectivenessfromconsumersmomenttomomentaffectiveresponsesto
advertising.Forexample,thefinalmomentandoveralltrendofaffectingmearemore
predictiveofaconsumersretrospectiveadvertisementevaluationsthanthesumoraverageofall
moments(Baumgartner,SujanandPadgett,1997).Thepeakisthehighestlevelofaffect
consumersexperienceonaveragewhilewatchinganadvertisement.Thefinalmomentisthe
levelofaffectconsumersexperienceonaverageduringthelastsecondoftheadvertisement.
Anotherinterestinginsightoftheeffectivenessrelatestotherelationshipbetween
momenttomomentevaluationsofsurpriseandhumorintelevisionadvertising.Inads,average
peakofmomenttomomentsurpriseishigherthanthepeakofmomenttomomenthumor,
generatingthehighestaverageratings(WoltmanElpers,Mukherjee,andHoyer,2004).In
additiontothat,theviewerswillexperiencethehighestevaluationsofhumorwhenthepeakof
averagemomenttomomentsurpriseoccurslaterintheadvertisement(WoltmanElpersetal.,
2004).
Priorresearchalsoshowsthatawelldevelopedstoryline,withunexpectedtwistsdraw
consumersinmoreandgrabstheirattentionbetter.Italsogeneratesmorepositiveadvertisement
andbrandevaluations(Escalas,Moore,andBritton,2004).Pastfindingsalsodemonstratedthat
adsthatincorporatearandommomentthatwassurprisingtoconsumerscreatedsomeofthe
highestlevelsofhumor(WoltmanElpersetal.,2004).Lastly,pastresearchsuggestedthatthe
levelofaffectconsumersexperiencedattheconclusionofanadhadastronginfluenceon
advertisementandbrandevaluations.Momenttomomentresearchonappealandhumorshowed
thatpeakandfinalmomentwerehighlypredictiveofadvertisementandbrandevaluations,and
advertisersshouldtrytomakepeaklevelofaffectoccuraslateasadvertisementsaspossible
(Baumgartneretal.,1997WoltmanElpersetal.,2004).
Marketersknowthatyoungpeoplehaveasubstantialdisposableincomes,buttheyarea
hardtoreachdemographicbecausetheydontreadnewspapers,listentoradio,andwatchTVas
muchastheirparentsdo.Nottomention,theyareastubborndemographicbecausethosethatdo
watchTVusetechnologiestoeditoutads,likeadblockersorNetflix/Hulu.
YouTubehasbecomeoneofthelargestsourcesofinformationandentertainmentforthe
millennialgeneration.Thisgeneration,ranginginagefrom18to34yearsold,isoneofthemain
targetmarketsforadvertisingprofessionals.Amediumthatisbeingusedtoreachthisaudience
isYouTubebytheplacementofvideoadvertisements.Theplacementofinstreamadscanvary.
Theycanbeshownatthebeginningofavideo(preroll),duringthevideo(midroll),oroncethe
videohasfinished(postroll)(InteractiveAdvertisingBureauandPricewaterhouseCoopers,
2013).Midrolladsareineffectivewhentheadisunrelatedtothecontentpresentedinthevideo.
However,overallmidrolladsareresponsibleforbetterbrandrecognitionduetoattention
spilloverwhencomparedtoprerollandpostrollads(Li&Lo,2015).
Marketersshouldbeintriguedintheeffectivenessoftheinstreamvideoadsbecauseof
thelengthoftimetheycanholdaviewer'sattention.Thiscaninturnleadtomakingbetteronline
advertisingdecisions,especiallyiftheyareaimedatthemillennialgeneration.Televisionand
radiosometimesaretreatedasbackgroundnoisewhichdiminishesconsciousinformation
processing.However,whilepeopleareontheircomputersthescreenusuallyholdstheir
attention(HaandMcCann,2008).Becausecomputersaredemandingofattentionfromthe
consumer,sensoryfatiguecantakeplacewhileaconsumeriswatchingthevideo(Nelsonand
Meyvis,2008).Duetothis,theamountofattentionviewerspaytothevideowillincrease,reach
apeak,andthendecreasethroughoutthevideo(similarfindingstotheresearchdiscussed
previouslyabouttelevisionadvertisements).Thisinturnimpliesthatviewersareexpectedtobe
morementallyengagedinthemiddleofthevideoratherthanbeforeorafter.
Anotheraspecttoinstreamadvertisementsishowitinterruptstheviewingofavideo.
Characteristicsofinterruptionincludefrequency,duration,timing,context,andcomplexity.All
oftheseaspectscanaffecttheresponseanindividualhastotheinterruptioncreatedbythe
instreamvideo(Kirmeyer,1988).Interruptionsofvideoscanbeseenasintrusivenesstomany
consumers.Nowthatadvertisementsarebeingplacedonlinetheyarestartingtobeperceivedas
intrusivewhichresultsinnegativeconsequences.Thisintrusivenesscanleadaconsumertoad
avoidance,andpossiblytheuseofanadblocker(Bauer&Greyser1968Edwardsetal.2002).
TheresultsfromastudydonebyYingandKorneliussenshowthatconsumersperceptiononad
intrusivenesscanbenarrowedbyadvalue,adplacementandadexecution(Ying&
Korneliussen,2009).
LiteratureReviewandResearchQuestions
Preroll,Midroll,andPostroll
Alltheserolls(WhatIs,Netlingo)arevideocommercialsabout1030secondsinlength.
Thesevideosareshownalongsideanonlinevideothatauserhasselectedtowatch.Therefore,
prerollisshownbeforeanonlinevideobeginsmidrollisshowninbetweenanonlinevideo,
usuallyasacommercialbreakandpostrollisshownaftertheonlinevideoends.Studieshave
suggestedthatviewersrespondbesttomidroll(Finan,2014),whereviewershavechosentobe
engagedwithavideoforalongperiodoftimeandwillthereforesitthroughthemidrollasthey
waitfortheirchosenvideotoreturn.
Response
Basedontheinformationcollectedfromvariousverifiedpublications(KirmaniandYi,
1991),researchershaveaddressedcertainpreconceivednotionsaboutmillennialsandthe
generationsresponsetoadvertisementsinmedia.Millennialsareconstantlyengagingonmedia
platforms,andadvertisersarecapitalizingonthegrowingtechnologicaltrend.Morespecifically,
YouTubeadvertisements,orinstreamvideoads,caneffectivelyreachanaudienceiftheyare
placedcorrectly.Viewerstakeadvertisementlengthandvideointerruptionintoaccountwhen
analyzingYouTubeadsonline.Pastresearchhasprovidedasufficientviewintothemindsand
intentionsofmillennialsinregardstomediahabitsandadvertisingtrendshowever,thereare
stillseveralresearchquestionsformulatedaroundfurtherunderstandingofmillennialsresponses
toYouTubepreroll,midrollandpostrolladvertisements.Researcherswantedtouncover
millennialsattitudetowardsYouTubeadvertisements.Consequently,thefirstresearchquestion
wasdevelopedbelow:
RQ1a:WhataremillennialsattitudeonYouTubeadvertisements?
InadditiontoamillennialsattitudetowardsaYouTubeadvertisement,researcherscan
expandtheirstudytorevealwhetherornotmillennialsharboracertainattitudetowardsthe
featuredbrandtherefore,asecondresearchquestionwascreated:
RQ1b:DoYouTubeadvertisementsaffectmillennialsattitudestowardsthebrandorproduct
featuredintheadvertisements?
Finally,researchersintendtodiscovertheYouTubeadvertisementseffectson
millennialspurchaseintentions.Thisobservationalsoaccountsfortheinstreamadplacement
throughoutthevideo.Engagementwithpreroll,midrollorpostrollYouTubeadvertisements
mayormaynotaffecttheviewerspurchaseintentionsorengagementbeyondviewingthe
advertisement.Consideringthisinformation,athirdresearchquestionwasformulated:
RQ1c:DoYouTubeadvertisementsaffectmillennialspurchaseintentions?
Itispossiblemillennialshaveadblockersontheirwebbrowsers,theyalmostalwaysskip
advertisementswhengiventheoption,ortheyignoretheadentirely.Wearehopingtorecognize
howexactlyviewersrespondtoseeinganadvertisementinterrupttheirvideocontent.
Wewishtorecognizewhichinstreamvideoadvertisingworksandwhichdoesnot,as
wellaswhyaviewersticksaroundtowatchanadvertisement.Aspecificresearchdesignwill
helpmarketersbetterunderstandthemillennialgenerations,anditwillgatherinsightsintohow
advertisersshouldproceedwithYouTubeadvertising.
ResearchMethod
Theresearchdesignincludedaformofqualitativeandquantitativeresearch.Tobegin,13
indepthinterviewswereconductedbytheresearchers.Eachresearcher(7)choseonemaleand
onefemaletointerviewabouttheirYouTubeusageandopinionsonadvertisementswithin
videos.Indepthinterviewsareusedasexploratoryresearch.Theresultsfromtheindepth
interviewsaimedtoformulatetheproceedingonlinesurvey.Thesurveywaswrittentocollect
descriptiveresearchonthetargetsampleofmillennialsaged1834yearsoldthatusedYouTube.
ThesurveyledtointriguingresultsonthosefeelingsonYouTubeandadvertisementsplaced
before,duringandafterthevideo.
SampleandProcedure
Survey
Basedontheresponsesoftheindepthinterviewsandtheresearchquestions,anonline
surveywaswrittenusingvarioustoolsavailableonQualtricstocollectquantitativedata.Peers
withintheresearcher'snetwork(
n=150
)participatedinanonlinequestionnairestudythrough
conveniencesamplingonFacebook.ThelinktoaQualtricssurveywassharedonpersonal
profiles,inclubandsocialgroups,aswelltouniversitypages.Theywereaskedtoparticipateif
theywereaged1834yearsoldandfamiliarwithYouTubeadvertisements.Thesampleage
rangewaschosentotargetmillennials.Millennialsaredefinedasapersonborninthe1980sor
1990s,whowouldcurrentlybewithinour1834yearoldtargetsample.Thefinalanalysiswas
basedon100(70femalesand30males)participantswhoansweredthequestionnaireswithout
anymissingdataandfitthetargetagegroup.Thefinalagerangewas1832withthemeanageat
21.84yearsold.Thefinalsampleremovedoutliersthatconsistedofincompleteresponsesand
thoseoutsideofthemillennialagegroup.Thesamplewasinstructedtocompleteanonline
surveythroughQualtricsthataskedtenvariousquestionsabouttheirYouTubeusage,their
feelingstowardsYouTubeadvertisements,brandrecallanddemographicinformation.Upon
completion,participantswerethankedfortheircooperation.
IndepthInterview
Qualitativeresearchwasconductedthroughanindepthinterviewwithamaleandfemale
withineachoftheresearchers(7)peergroup.Thiswassothateachgenderwasequally
representedinthesampleandcouldprovidevaryingresponses.Theindepthinterviewswere
conductedinprivacyandinacomfortablesetting.Eachinterviewvariedinlengthdependingon
thehowinsightfultheconversationwas.Theinterviewguideincludeddemographicinformation
andresearchgoalsintheintroduction,andledintotenpreparedquestions.Thequestionsasked
aboutthefrequencyinwhichtheintervieweewatchedYouTubevideos,whereandwhenthey
watchedYouTubevideosandwhattypeofvideostheytypicallywatched.Theywereaskedhow
theyfoundthemselvesonYouTubeandiftheyhadanadblockontheirbrowser.Lastly,the
questionsaskediftheyrelatedadvertisementswiththeYouTubevideostheychosetowatch,and
howthatmadethemfeelabouttheadvertisementproductandthevideo.
Theindepthinterviewsandsurveyquestionsareincludedintheappendix.
SurveyResults
Allresultsofthesurveyareintheappendix.
RQ1a:
WhataremillennialsattitudesonYouTubeadvertisements?
ThequantitativesurveyadministeredthroughQualtricsworkedbesttomeasure
millennialsattitudesonYouTubeadvertisements.Outoftensurveyquestionsasked,fiveofthe
questionsdirectlyansweredRQ1a.Whenaskedhowdoestheadvertisementbeingfeaturedon
thevideomakeyoufeel?Onascalefrom15,1beingthemostnegativefeelingand5beingthe
mostpositivefeeling,80%ofmillennialsrespondedwithanegativefeelingtowards
advertisementsfeaturedonvideosand19%sayingthattheywereneutraltoit.
Withthemajorityhavinganegativeattitudetowardsadstheresearchersfounditbestto
askabouttheuseofadblocktodigdeepastowhyadselicitanegativefeelingtomillennials.
Outofthesampleof100millennials,50%claimedthattheyuseadblockontheirbrowser.Of
thosethatuseadblockweaskedthemtoexplainwhytheychoosetousetheadblockextension.
Themostcommonexplanationamongparticipantswerethatadsareannoying,particularly
becausetheydelaytheirgratificationofwantingtowatchtheirvideo.Participantsalsousead
blocktopreventencounteringpopupsadsandwouldliketoavoidgettingavirusontheirdevice.
Asfaraswhataspectofanadcatchesmillennialsattentionthemosteffectively,humor
cameinfirstwithameanscoreof2.73outof5points(seeTable1.1).Outoftheordinary
contentinadscameinsecondwithameanscoreof2.2.Thesefindingsmatchedtheresultsof
previousresearchmentionedintheintroduction(WoltmanElpers,Mukherjee,andHoyer,2004).
Woltmanetal.statedthatsurpriseandhumorintelevisionadsgeneratethehighestratings.
Accordingtopresentstudy,surpriseandhumorappliestoYouTubeadsaswell.
Table1.1:Elementsofanadthatcatchesattention
Statistic
Relevance Humor
tovideo
Outofthe Celebrity Music Visuals Description/

ordinary
Words
MinValue
MaxValue
Mean
2.04
2.73
2.2
1.65
2.08
2.14
1.6
Variance
0.74
0.91
0.98
0.63
0.9
0.9
0.57
Standard
Deviation
0.86
0.95
0.99
0.8
0.95
0.95
0.75
Total
Responses
98
100
99
100
100
99
100
Researchershypothesizedthatanadrelevanttothevideowouldprovetobethemost
effective.However,theresultsshowthatinrelationtothesevenelementsofads,relevanceis
ranked5thinbeingmosteffective.Theleasteffectiveaspectofanadisthewordsor
descriptionsoftheproduct.Fromtheseresults,wecanconcludethatadsthatelicitanemotional
responseusinghumororsurprisearethemosteffective.Also,visualsweremoreeffectivethan
words/descriptions.
LastlyforRQ1a,thesurveywasabletodetermineatwhichpointinaYouTubevideoan
adwouldbemostdispleasing.Accordingtothefindings,77%ofmillennialsfindmidrollsthe
mostdispleasing.Previousresearchshowedthatmidrolladshavethehighestengagementlevel
(Finan,2014).Althoughthepresentsurveydidnotdirectlydisplaythis,itcanbeassumedthat
becauseofthestrongfeeling/attitudetowardsmidrolls,viewersaremorelikelytohaveseenthe
ad,rememberedthead,andcreatedastrongattitudetowardsit,thusshowingengagement.
Furtherresearchmustbedonetotestthis.
Thesurveyshowsthat78%ofmillennialsdonotrecallthebrandorproductasaresultof
seeingaYouTubeadvertisement.However,about20%ofmillennialsdooccasionallyrecallthe
brandsothismightbebeneficialtosomeadvertisers.
Asfarasmillennialsattitudesonthebrandorproductfeaturedintheadvertisements,the
researchteamcouldnotdirectlytestperceptionofvariousbrandsbecauseofthenatureofthe
survey.However,fromknowingthat80%ofmillennialshavenegativefeelingstowards
advertisementsbeingfeaturedonYouTube,theteaminfersthatthismighttranslateintothe
perceptionofthebrandthatisbeingfeatured.Furtherresearchmustbedonetomakea
conclusion.
Thesurveyaskedparticipantsiftheyhaveeverpurchasedsomethingafterseeinganad
foritonYouTube.13%ofthemillennialparticipantsrespondedwithayesormaybe.Thus,
despitenegativeattitudeswithYouTubeads,13%ofthetimeitcanconverttoapurchase
behavior.
Intermsofclicks,only2%ofthemillennialswithinoursamplehaveeverclickedona
YouTubeadtofindoutmoreaboutaproductorbrand.
InDepthInterviewResults
Theresearchteamconductedqualitativeresearchintheformofindepthinterviews.
Eachmemberofthemteaminterviewedtwopeople,maleandfemale,totaling13interviews.We
targetedrespondentsfromages1834(millennials).Theinterviewsconductedwere10questions
thatwouldpertaintothethreeresearchquestionsstatedabove.
RQ1a:
WhataremillennialsattitudesonYouTubeadvertisements?
HalfoftherespondentsviewedYouTubeadvertisementsasanannoyance.One
respondentclaimedtheywanttoplucktheireyesoutwhentheyseeadvertisementson
YouTube.However,theotherhalfoftherespondentsinterviewedlookedatYouTube
advertisementsaspartoftheexperienceandhavingnonegativeemotiontowardsthe
advertisements.TherespondentsthathadanegativeattitudetowardsYouTubeadvertisements
claimedthattheadswereanannoyancethatmakesthemaggravated.Manystatedthattheyjust
wanttowatchthevideo.Therespondentsagreedthattheydonotliketheads,evendespisethem.
OnerespondentremembersYouTubenothavinganyadvertisingandprefersitthatway.One
thingtonoteabouttherespondentsthathadnegativeemotionstowardstheadvertisementson
YouTubeisthattheyallgetannoyedwiththeadvertisement,notnecessarilythevideoitself.
TheotherhalfoftherespondentsthathadnonegativeemotiontowardstheYouTube
advertisementsviewthemaspartofYouTubeandnotaffectingthemusingYouTube.These
respondentsknowthatadvertisementsarepartofYouTubeanddonotletitbothertheirfeelings
aboutYouTubeortheexperience.Theyrealizethattheyaremainlytheretowatchacertain
videoandtheythinkthattheycanjustskiptheadanywaytogettotheirvideo.Someofthese
respondentsevenenjoytheadvertisementsandwelcomethem,especiallythefunnyads.
Amajorityoftherespondentsthinkpositivelyofadvertisementsiftheyarerelevantto
thevideotheyarewatching.12outof13respondentsthinkthatifadvertisementsmatchwell
withthevideotheychoosetowatch,itismoreappealingandlessannoyingthanthosethatare
not.Mostbelievethattheadvertisementsthatarerandomandnotrelevanttothevideotheyare
watchingarelessappealingandnonstrategic.Mostrespondentsthinkthatitmakessensefor
advertisementstopostonvideosrelevanttothem.Nothavingrelevantadvertisementstocertain
videosseemsillogicalandlazytorespondents.Somerespondentsfeelmuchmoreinclinedto
liketheadvertisementorevenclickontheadvertisementiftheadsarerelevanttothevideo.A
coupleoffemalerespondentsremembertimesthattheyhaveseenMaybellineorDove
advertisementslinkedtobeautyvideosandhavehadpositivereactions.Someeventhinkthat
thereisapossibilitythatthevideoissponsoredbythebrandbeingshownintheadvertisement.
Theonerespondentthatdidnotagreewiththemajoritydoesnotlikeadvertisementsat
all,nomatteriftheyarerelevantornot.Thisrespondenthasnegativeemotionstowards
advertisementsaltogether.
TheoverallconsensusoftherespondentswasthatYouTubeadvertisementsdidnotaffect
theirpurchaseintentions.ManyrespondentsfeelasthoughthattheyarenotonYouTubetobuy
something,theyareontheretowatchavideo.Theadvertisementshavenoaffectonpersuading
themtobuythingsbecauseintheirminds,theyhaveonefocus,towatchacertainvideo.
Becauseofthis,respondentswillwaittheallottedtimeandskiptheadvertisement,ifpossible.
Respondentsalsoexpressedthattheyarebrandloyalandalreadyknowwhattheyaregoingto
buy.YouTubecannotdoanythingtopersuadethebrandloyalconsumerstobuyanythingelse
thatrespondentsdonotintendtobuy.
ThoughthemajorityagreedthatYouTubeadshadnoeffectontheirpurchaseintentions,
somerespondentsthinkdifferently.Threeoutof13oftherespondentsthinkthatYouTube
advertisementsdoaffecttheirpurchaseintentions.Respondentsadmitthatiftheadvertisementis
somethingtheyareinterestedin,theywouldfeelmoreinclinedtogopurchasethatbrandor
product.Oneevenagreesthattheadvertisementshelpmakefriendlyremindersofproductsthey
mayneed,likedeodorantorshampoo.Anotherrespondentthinksthattheadvertisementson
YouTubehaveanaffectonhersubconscious.Theyclaimedthatthewouldassociateseeinga
commercialonYouTubemanytimeswithbrandrecognitionandmakethemfeelgoodabout
buyingthatbrandorproduct.ThelastrespondentthatagreesthatYouTubeadsaffecttheir
purchaseintentionsgaveapersonalexampleofvideogames.Acommercialatthebeginning
relatestoagamethatsomeonecanbuyintheappstore.Theyarethenintroducedtoanew
productandlearnthebrandname.Sometimesheorshewouldclickontheadinordertogoand
buytheappfromtheappstorerightaway.
OnelastthingtonoteabouttherespondentsthatthinkYouTubeadvertisementsaffect
theirpurchaseintentions,theyallthreeagreethatthefunnierthead,themoreobligatedtheyfelt
tobuythatproductorbrand.
Discussion
Theresultsofthisresearchindicatethatmillennialshaveaneutraltonegativeviewof
advertisementsonYouTubevideosandtendtoignoreorskipthemwhenpossible.Ourresearch
questionssoughttoexploretheattitudesthatmillennialsholdtowardYouTubeadvertisements
andbrands,aswellaslookingatpurchaseintentionsofmillennialsafterviewingthese
advertisements.Thepreliminaryresearchindicatedthatmillennialsareexpectedtorespondmore
positivelytoInternetadvertising,andmaychangetheirpurchasingbehaviorbasedonadsthey
see.However,afterconductingbothqualitativeandquantitativeresearchwecannowconclude
thatalthoughmanymillennialsarebeingreachedthroughYouTubeadvertisements,theyarenot
respondingpositively.MillennialsareannoyedbyYouTubeadvertisementsinterruptingtheir
leisurelyvideowatching.Evenwhenadvertisementsaredirectlyrelatedtothecontentofthe
video,mostpeoplehaveaneutralreactionwhichindicatesthatthebrandorproductisnot
stickinginthemindoftheconsumerandthereforenotchangingtheirpurchasingbehavior.The
quantitativesurveythatwasfilledoutforthisstudyisrecognizedtohavethepossibilityof
reportingbiasduetothefactthatitwascompletelyselfreportedbehavior.
Althoughtheresearchdidnotfullymatchtheexpectedoutcome,muchinsightwas
uncoveredthatwasoutsideoftheframeoftheresearchquestions.Forinstance,peoplearemore
likelytopayattentiontoprerolladswhichallowskippingafter5seconds,justincasethestory
withintheadvertisementisworthwatching.Itisimportanttounderstandtheattitudesand
behaviorsofmillennialswithregardtoInternetadvertising,giventhatthisistheenvironment
wheretheyspendthemajorityoftheirtimeandareexposedtoadvertisingcontent.
GiventhatthetopicofmillennialsattitudestowardYouTubeadvertisementshasnotbeen
exploredindepthatthistime,thisstudycreatesasolidfoundationtofurtherexpandthis
research.HavingdiscoveredmoreabouttheattitudesofmillennialstowardYouTube
advertisementsbasedonresearchquestions,furtherresearchcanbeconductedusinghypothesis
testing.ForinstanceitmaybeworthdiscoveringtheinfluenceofaYouTubeadwhichmatches
contenttoavideoandmeasurehowthataffectspurchasebehaviordirectly.Extended
experimentsandmanipulationofvariablescanoffermoreinsighttotheperceptionsand
influenceofpurchasebehavior.
Appendix
QualtricsSurvey:InitialReport
LastModified:04/12/2016
FilterBy:ReportSubgroup
1.HowoftendoyouwatchYouTubevideos?
#
Answer
Response
1%
12
12%
Never
Rarely
Occasionally
33
33%
42
42%
12
12%
100
100%
Regularly
Always
Total
Statistic
Value
MinValue
MaxValue
Mean
4.39
Variance
1.33
StandardDeviation
1.15
TotalResponses
100
2.Doyouhaveadblockonyourbrowser
#
Answer
Response
39
50%
Yes
No
36
46%
4%
78
100%
Probablynot
Total
Statistic
MinValue
MaxValue
Mean
1.58
Variance
0.48
StandardDeviation
0.69
TotalResponses
3.Pleaseexplainwhyyouhaveadblock.
TextResponse
Becausecommercialareannoying
Adsareannoying
Don'tlikepopupsandadsslowingdownmyvideos.
Idontlikeads
ToremoveunwantedclutteronthesiteI'mviewing
bcadssuck
IhategettingAds.
Toblockads
Topreventpopups
Value
78
Adsareannoying
Adsareannoying&Iwanttoavoidspam
SoIdon'tseeads
Ihateads
Inappropriateads
Toavoidvirusesorpopupsonmoresketchysites
Whenwatchinghoursofcontentidontliketobeinterruptedbyanadforviagra.Idontgetmuchtimeto
watchsoitrytobeasefficientasppssible
Iwatchvideosonputlockerandotheradfilledwebsites.Don'twanttogetavirus.
Adsareannoying(duh)andtherearetoomany
Toavoidwastingtime
Becauseadsareannoying
Adsdelayvideowatching.Instantgratificationneeded.
They'reannoyingandI'manticapitalist.
Annoyance/toooften
Twominuteadforafiveminutevideoistoomuch.
Idon'tliketheads.Theygetannoying
Idon'tlikepopups
Adsareannoying
Lessdistractionsandsavestimewhengoingtosites.
Idon'tlikeads
Iwasgettingannoyedbyallofthebanneradsondifferentwebsites
becauseialreadypayforinternet,andirefusetoletmytimeandmoneybayforbandwidthofwhichit
forcesmetowatch,beadvertisedto,andwastemytime....backinthedayineverhadto,andistilldont
haveto,andineverwillhaveto,becauseiwillalwaysfindawaytobeatthesystem....noonetellsmehow
tospendmytimeotherthanme
AdsaredistractingandIwatchvideosonsiteswithlotsofpopups.
Automatic
Causeidontwantads
Iuseyoutubetowatchvideos,notads
Adsareannoying
Popups
Statistic
Value
TotalResponses
37
4.WhattypeofvideosdoyoumostlywatchonYouTube(pickallthatmayapply)?
Answer
Response
4%
76
76%
32
32%
22
22%
17
17%
Automotive
Comedy
Education
Film&
Animation
Gaming
Howto
57
57%
74
74%
29
29%
6%
30
30%
22
22%
26
26%
10
10%
8%
23
23%
Music
News&Politics
Nonprofits&
Activism
10
People&Blogs
11
Science&
Technology
12
Sports
13
Travel&
Events
14
Other
15
Style
Other
Conspiracies
FOOD
Commercials
Animals
Cats
Animalvideos
Design,healthandhygiene
Statistic
Value
MinValue
MaxValue
15
TotalResponses
100
5.Atwhatpointinavideowouldanaddispleaseyouthemost?
#
Answer
Response
21
21%
77
77%
2%
Beginning
Middle
End
Total
100
100%
Statistic
Value
MinValue
MaxValue
Mean
1.81
Variance
0.20
StandardDeviation
0.44
TotalResponses
100
6.Howdoestheadvertisementbeingfeaturedonthevideomakeyoufeel?
Answer
Response
31
34%
41
46%
17
19%
1%
0%
90
100%
Total
Statistic
Value
MinValue
MaxValue
Mean
1.87
Variance
0.57
StandardDeviation
0.75
TotalResponses
90
7.Howoftendoyourecallabrandorproductbecauseofayoutubeadvertisement?
Answer
Response
36
36%
42
42%
19
19%
2%
Never
Rarely
Occasionally
Regularly
Always
1%
100
100%
Total
Statistic
Value
MinValue
MaxValue
Mean
2.54
Variance
1.60
StandardDeviation
1.27
TotalResponses
100
8.HowoftendoyouclickontheYouTubeadvertisement?
Answer
Response
77
77%
21
21%
2%
Never
Rarely
Occasionally
Regularly
0%
0%
100
100%
Always
Total
Statistic
Value
MinValue
MaxValue
Mean
1.25
Variance
0.23
StandardDeviation
0.48
TotalResponses
100
9.Whataspectofanadcatchesyourattentionthemosteffectively?
Question
Notvery
effective
Somewhat
effective
Moderately
effective
Very
effective
Total
Responses
Mean
Relevanceto
video
29
41
23
98
2.04
Humorous
11
29
36
24
100
2.73
Outofthe
ordinary
29
32
27
11
99
2.20
Celebrities
53
31
14
100
1.65
Music
32
37
22
100
2.08
Visuals
29
36
25
99
2.14
Description/Words
53
37
100
1.60
Statistic
Relevance
tovideo
Humorous
Outof
the
ordinary
Celebrities
Music
Visuals
Description/Words
Min
Value
Max
Value
Mean
2.04
2.73
2.20
1.65
2.08
2.14
1.60
Variance
0.74
0.91
0.98
0.63
0.90
0.90
0.57
Standard
Deviation
0.86
0.95
0.99
0.80
0.95
0.95
0.75
Total
Response
s
98
100
99
100
100
99
100
10.HaveyoueverpurchasedsomethingafterseeinganadforitonYouTube?
#
Answer
Response
0%
4%
9%
26
26%
Definitelyyes
Probablyyes
Mightormight
not
Probablynot
Definitelynot
61
61%
100
100%
Total
Statistic
MinValue
MaxValue
Mean
4.44
Variance
0.67
StandardDeviation
0.82
TotalResponses
11.Age
TextResponse
21
18
23
22
21
22
29
20
21
21
20
21
Value
100
23
19
19
21
26
21
21
20
21
20
21
21
20
30
19
19
20
22
20
21
26
21
24
22
30
25
21
20
22
21
21
26
19
21
26
20
19
22
20
18
21
20
21
22
22
20
32
21
21
27
21
23
23
20
32
22
22
23
22
21
20
20
23
20
32
20
21
21
26
20
21
24
21
23
20
22
23
21
20
20
23
21
20
20
20
19
20
20
Statistic
Value
TotalResponses
100
12.Gender
#
Answer
Response
28
28%
70
70%
2%
100
100%
Male
Female
Other
Total
Other
AttackHelicopter
male,wtfisother???removethisstupidlabelandpleasestopsupportingthisbullshitconceptofmultiple
sexesotherthanmaleandfemale
Statistic
Value
MinValue
MaxValue
Mean
1.74
Variance
0.23
StandardDeviation
0.48
TotalResponses
100
13.Ethnicity
#
Answer
Response
68
68%
5%
19
19%
0%
Caucasian
Blackor
African
American
Hispanic
American
Indianor
AlaskaNative
Asian
2%
1%
5%
100
100%
Native
Hawaiianor
Pacific
Islander
Other
Total
Other
Mixed
Biracial
Mixed
Biracial
Statistic
MinValue
MaxValue
Mean
1.86
Variance
2.47
StandardDeviation
1.57
TotalResponses
InDepthInterviewQuestions
Value
100
Name
Age
SchoolYear
Gender
Ethnicity
1. HowoftendoyouwatchYouTubevideos?
2. InwhatsettingsdoyouwatchYouTube?
3. Whattypeofvideosdoyouwatch?(Musicvideos,TVshowsegments,funnyclips,viral
videos,sportshighlightreels)
4. Howdoyouusuallyfindyourselfonyoutube?(i.e.Throughlinksonothersocialmedia
sitesstraighttoyoutube.cometc.)
5. Doyouhaveanadblockonyourbrowser?
6. Whichtypeofvideosdoyouseethemostadvertisements?
7. HaveyoueverclickedonaYouTubeadvertisement?
8. Howdoestheadvertisementbeingfeaturedonthevideomakeyoufeelaboutthevideo?
9. Doestheadvertisementcontentrelevanttothevideocontentaffecthowyoufeelaboutit?
10. Doyoufeelthattheseadvertisementsinfluenceyourpurchasingbehavior?
References
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antecedentsandconsequencesoftheperceivedintrusivenessofpopupads.Journalof
Advertising,31(3),pp.8395.
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http://blog.cmglocalsolutions.com/premidorpostrollvideoadvertisingwhichisrightf
oryou
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andOnlineMedia,InternationalJournalofAdvertising,27(4),56992.
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http://www.iab.net/dv_effectivenessandPricewaterhouseCoopers(2013),2012Internet
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http://www.iab.net/media/file/IABInternet
AdvertisingRevenueReportFY2012POSTED.pdf/
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AdultsWithFilmandTelevisionProductPlacements.
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Prakash,S.(2012).ASTUDYONTHEEFFECTIVENESSOFADVERTISINGTHROUGH
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