In January, Kantar Millward Brown released “AdReaction: Gen Z, X and Y”- a study into the where and hows of advertisement viewing, as well as how different age groups perceive these advertisements.

We’ve pulled 3 of the most interesting insights from the piece.

ironSource-GenZ-RewardedVideo

Mobile Rewarded Video is preferred over all other types of video ads

Mobile rewarded video is popular across all generations, but finds most favor with Gen Zers (16-19 year olds), of whom 58% perceive mobile RV positively. 52% of 20-34 year olds  and 47% of 35-49 year olds like mobile RV. While the numbers decrease as the age brackets get higher, the ad unit is still incredibly popular across the board.

Recommended Reading
Weighing the Benefits of Reward-Focused UA
How to Monetize Your App with Rewarded Video
Why Advertisers Should Be Using Rewarded Videos Ads

For Gen-Zers, mobile Rewarded Video is even preferred over skippable pre-roll

While 43% of Gen Z feel positively about skippable pre-roll, that’s still lower than the 58% who view mobile RV positively.  What’s so surprising here is that 16-19 year olds prefer an ad you opt-in to engage with over an ad you can skip – meaning that mobile rewarded video is an ad unit they actually want to see.

In a world plagued by banner blindness and ad blocking, users respond well to an ad experience which makes the value exchange crystal clear – watch an appealing video ad, and access free content. Equally important is the element of control: RV is completely opt-in for users, who can choose not to watch if they don’t want to, or don’t think it’s worth it to access the content or in-app goods which are gated by the ad.

Considering that the video ads formats which were least favoured by all age groups in Ad Reaction were social autoplay and non-skippable pre-roll, this is an important point for advertisers. Traditionally an ad unit used by gaming apps, advertisers would be wise to pay attention to this ad format and how it’s finding favor with a younger generation of users.

Gen Z are most likely to skip ads when they can

56% of Gen Z said they skip ads whenever they can on desktop, and 47% said the same about mobile. Gen Z also most likely to say mobile ads either annoyed them or weren’t relevant to them. This stat further highlights the fact that ads which don’t provide users with concrete value at best will be ignored and at worst will be intrusive. Rewarded videos are a great way to combat, ensuring users are opting in to a positive experience where they get something in return for their attention.

And now we know just how much they prefer RV over other ad formats, it’s an exciting and rewarding ad unit to be working with to capture and hold onto Gen Z’s attention.

Want to connect with Gen Z with an ad unit that they really enjoy? Click here to find out more about ironSource’s Rewarded Video offerings.

ironSource Blog

The Source

AdChat

How to localize your creative ads for the Chinese market

Daniel Herman is the product manager of ironSource’s Playworks Studio. Playworks is ironSource’s in-house creative studio made up of designers, animators, video producers, and programmers that tailor-make high-impact interactive advertisements. Recently, we have been receiving many questions about how to localize creatives for the Chinese market. The Chinese mobile gaming landscape is its own ecosystem...

AdChat

The Case for In-Game Advertising

Jarkko Rajamaki, VP Advertising at Rovio, discussed the impact of in-game advertising at Gamefest 2018. Here’s what he had to say. Jarkko noted that developers might limit ads because they’re afraid of hurting retention and cannibalizing in-app purchase revenue. However, these myths, as Jarkko pointed out, are solely based on intuition. That’s why Rovio decided..

IndustryChat

Idle and Incremental Games

Idle games are an exciting genre that is quickly rising to fame. What makes idle games so great - from both a player and developer perspective - is that their mechanics create optimal mobile sessions while simultaneously driving long-term retention. ironSource spoke with Nate Barker, Director of Business Development at Kolibri Games, and discussed all..

AdChat

2018 명절 트렌드 리포트

명절 기분 느끼기 연말 그리고 겨울- 추수감사절, 블랙 프라이데이, 크리스마스, 그리고 새해 등등 - 수백만 명의 사람들이 새로운 핸드폰을 사기 때문에 모바일 기기를 사용하는 행동에 대한 뚜렷한 변화가 생깁니다. 뿐만 아니라, 일반적으로 게임을 즐길수 있을만한 여유가 생기기 마련이지요. 그렇기 때문에 명절은 수익화 및 UA 매니저들에게 제일 좋은 기회의 시기입니다. 수익화의 경우, DAU의 증가로 인해 수익이..

IndustryChat

Mishka Katkoff Shares 2019 Predictions in Mobile Gaming

The Mobile Gaming Industry Report At ironSource Gamefest 2018, Mishka Katkoff, who is the Head of Studio at Rovio and Founder of the popular Deconstructor of Fun blog, discussed 2019 predictions and trends for the mobile gaming industry. Here’s what he had to say. What's next for casual games? Mishka breaks casual games into five..

AppChat

Getting in the Holiday Spirit: What to Expect from DAU and IPM

Chen Mizrahi is a BI analyst at ironSource. During the winter holidays - from Thanksgiving, Black Friday, and Christmas, to New Year’s Day - there is a marked shift in mobile user behavior, as millions of people are buying new phones, and generally have more free time to play games. That’s why the holidays are..

IndustryChat

Gaming Growth in China

One of the most interesting topics in the gaming industry this year has been China’s place in the market. From the incredibly lucrative nature of the Chinese market, to government intervention in gaming content, there is always something to be said when it comes to mobile gaming in the far east. This year, China will..

AdChat

The Next Generation of Interactive Mobile Ads

In episode 10 of LevelUp, Dan Greenberg, Chief Design Officer at ironSource, gives us the lowdown on what goes into designing hit playable ads, discusses where we can expect to see AR pop up in mobile gaming, and spills the beans on the game studio he admires most (spoiler - they build games for toddlers)...

CompanyChat

10 Things You Didn’t Know About ironSource

What do you really know about ironSource? While many people have heard our name, most people don’t actually know what we do. ironSource is the leading in-app video advertising platform. We make free-to-play and free-to-use possible for over 1.5B people around the world - meaning, we build the technologies that help app developers take their..

Interested in becoming an ironSource partner?

We’d love to hear from you.