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Research Shows There’s an Age Divide in Video Ad Opinions

Research from Turn shows that not all agency executives are on the same page regarding digital video advertising.

Eighty-four percent of respondents overall said video is the most effective medium to get a client’s brand message across, but 56% of respondents under 30 believe there are more effective ways to advertise than video.

There were other differences in opinion along the age divide. Only 28% of media agency professionals under the age of 30 considered suppliers’ current viewability standards to be a “key assurance.” Three quarters (76%) of respondents under 30 place ad fraud as a less than crucial concern with respect to video.

For more insights on the research, see coverage from top publications around the world:

  • Adweek asks if agency execs of different ages care about the same video metrics.
  • Despite industry news calling for more transparency and accountability, the majority of younger agency execs still don’t trust video metrics, The Drum reports.
  • Max Knight, VP-Analytics Services, Amobee, penned an opinion column for MediaPost on the new direction millennials are taking digital marketing.
  • There’s a renewed focus on inventory quality in the advertising industry. Are agency execs prioritizing the issue? Jonathan Gardner, VP-Communications, Amobee, takes a closer look for the UK’s City AM.
  • Warc asks if young agency execs trust the video metrics they are expected to work with.

 Download the full report, "Different Generations, Different Standards," here.