Teens worldwide have much in common when it comes to how they feel about viewing advertising online. Most would rather not.
An October 2016 study of internet users from Kantar Millward Brown conducted in 39 countries across Africa and the Middle East, Asia-Pacific, Europe, Latin America and North America looked at how teens compare with older audiences in how they consume and respond to advertising.
The study found that, in general, these younger individuals tend to be more discerning than older ones when it comes to how brands advertise—especially online.
According to Kantar, teens were more likely than older respondents to have less patience with invasive digital advertising formats such as online display ads, video ads, autoplay ads on social channels and in-banner ads, non-skippable pre-roll ads and mobile app pop-up ads.
Teens worldwide are also significantly more likely to skip ads than older people. Approximately 56% of 16- to 19-year-olds said they skipped ads “whenever they can” on a desktop computer, while around half of 20- to 34-year-olds and 35- to 49-year-olds said the same. Additionally, 47% of teens skipped ads “whenever they can” on a mobile device, compared with about 40% of 20- to 34-year-olds and 35- to 49-year-olds.
Despite the higher standards that teens have for digital advertising, there are certain things advertisers can do to appeal to these young audiences. Kantar’s study showed that a substantial proportion of teens feel good about ads that at least have the option to be skipped or closed. Teens also had a greater tendency than older people to enjoy ads they can interact with.
The time of day when a viewer sees an ad can also positively influence ad perception. Kantar’s research found that reception among teens was highest between 6pm and 9pm, though they were less receptive than older audiences during this time of day. Teens tended to be more receptive to ads than other generations between 12pm and 6pm—the time when older adults are more likely to be at work.
Kantar found that shorter ads—or those less than 10 seconds—also did slightly better with teens than older individuals, though teens also wanted ads that can entertain them through humor, music and good design. This means that in order to engage this highly discernable group of consumers, advertisers need to work extra hard to tell a compelling story in a limited amount of time.