Consumers’ Emotions Run High With Social Influencers

The Fullscreen Neuroscience Intensity Research with MediaScience Investigates How Gen Z and Young Millennials Respond to Social Influencer Content and Traditional Brand Advertising

LOS ANGELES--()--Fullscreen today announced the results of its Neuroscience Intensity Research conducted in partnership with research lab MediaScience. The study evaluated Gen Z and young millennials’ attention to, response to, and impact of traditional brand advertising versus YouTube branded influencer videos.

“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.”

The study used industry leading 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 first-of-its-kind research include:

  • 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 Fullscreen Neuroscience Intensity Research go to https://fullscreenmedia.co/2018/03/26/intensity-third-dimension-looking-beyond-reach-frequency-measure-true-impact-branded-content/.

About Fullscreen

Fullscreen is a global leader in social-first entertainment experiences serving creators, brands and consumers. As a leader in branded content and social marketing services, Fullscreen partners with major brands seeking to engage valuable, elusive youth audiences on social platforms through original entertainment, influencer marketing, multi-platform social content and targeted media through the Fullscreen Video Network. Serving a broad range of clients from offices in Los Angeles, New York, Chicago, and Atlanta, Fullscreen’s rapidly growing brand marketing teams are defining the future of social-first, content-driven marketing.

About MediaScience®

MediaScience® is a leading provider of lab-based audience research, incorporating a range of neuromeasures including biometrics, analysis of facial expression, eye tracking, response-latency testing and more. With state-of-the-art labs across Austin, Chicago and New York, MediaScience® is creating key insights on emerging digital technology, media and consumer trends.

Contacts

Dotted Line Communications for Fullscreen
Nikki Neumann
fullscreenbrandpr@dottedlinecomm.com

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