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Teens are +18% more likely to "like" branded influencer videos than young millennials, and brand influencer videos yield stronger recommendation levels compared to TV, according to Fullscreen's Neuroscience Intensity Research conducted in partnership with research lab MediaScience. This article is copyright 2018 The Best Customer Guide.

The study evaluated Gen Z and young millennials' attention to, response to, and impact of traditional brand advertising versus YouTube branded influencer videos. The firms used physiological response tracking tools in a lab setting to monitor 128 subjects ages 13-24 while they watched both a TV sitcom and YouTube videos and were exposed to advertising as it would naturally appear in those two separate environments.

Study metrics included eye tracking, biometrics, facial coding, and post-exposure survey. Key findings from the research included:

  • TV-like emotional engagement. Branded influencer videos are on par with the 0:30 TV spot on biometric intensity and joy.
  • Eyes on target. While viewing branded influencer videos, 93% of the time consumers eyes were locked on the content; this is +30% higher than the experience viewing a brand pre-roll ad. This high attention also correlated to 2X higher levels of brand recall than brand pre-roll ads.
  • Higher levels of brand love from Gen Z. Teens are +18% more likely to "like" branded influencer videos than young millennials.
  • The influencer connection drives deep brand connections. Branded influencer videos delivered higher levels of Brand Attitude (+10% v. TV; +9% v. Pre-Roll) and Brand Loyalty (+10% v. TV; +13% v. Pre-Roll) than traditional brand formats.
  • Influencer viewers are brand advocates. Brand Influencer videos yield stronger recommendation levels compared to TV (+10%) and Pre-Roll (+13%).

"Studying the biometric responses of Gen Z and young millennials allows us to understand what types of advertising formats are making an emotional connection and impact. Our study found that influencer branded content delivers TV-like emotions, higher attention than pre-roll, and stronger brand impact across the board that hints at a deeper level of connection between audience and format," said Pete Stein, general manager, Fullscreen. "Today's youth audiences are a complex mix of ad avoiders and brand advocates. Marketers need nuanced approaches to effectively impact them, and we believe this research is a step in the right direction to understand what works."

To learn more about the Neuroscience Intensity Research, visit: