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

by Amobee, June 09, 2017

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.

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