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Running Head: Do Millennials Actually Watch YouTube Ads?
Do Millennials Actually Watch YouTube Ads?: A Study on how Millennials are
Responding to Advertisements on YouTube
Camila Portillo, Kristen Peebles, Riley Cutler,
Dylan Maxwell, Christina Yi, Matt Brooks, Amanda Camejo
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Do Millennials Actually Watch YouTube Ads? 1
Abstract
This study investigated if millennials responded - either by recall, attitude, or purchase intention
- toward advertisements on YouTube videos. Results showed that most respondents rarely recall
the brand in the advertisement, therefore attitudes toward the brand arent affected. There was a
common consensus that YouTube advertisements didnt affect purchase intentions. Moreover,
the study showed that viewers have stronger attitudes towards the commercial interrupting their
content, rather than attitude towards the ad content.
Introduction
In order to understand millennials and their interactions with advertising, researchers
have determined the generations media consumption habits. Millennials consist of adults ages
18-34 and are notorious for being technologically savvy. This generation is familiar with most
digital, online or mobile mediums (Statista). According to eMarketer, millennials are the most
active video viewers of any age group in the United States. The online research hub predicts
there will be an overwhelming 78 million millennial digital video viewers in 2016, representing
more than 92% of all U.S. millennial Internet users (eMarketer). Although videos were originally
understood as entertainment media, millennials have now transformed them into an opportunity
for socializing as well ( Botterill, Bredin & Dun, 2015 ).
Along with digital media, millennials have a tendency to be early adopters of new
technology. The young age group uses new technology, such as interactive apps, social media
and video streaming to sequence and compress activities across multiple platforms ( Botterill,
Bredin & Dun, 2015 ). The overall change in generational media habits has shifted the focus of
advertising from traditional media habits to other integrated marketing communication tactics.An increasing number of advertisements have been featured through advergaming, product
placement and Internet advertising to reach younger consumers (Tanyel, Stuart, & Griffin, 2013 ).
Advertising specialists have capitalized on the online activity of millennials by presenting
Internet advertisements across the web. More specifically, advertisers use streamed videos as
hosts for advertisements, similar to advertisements featured on television.
With the recent shift and changes of technology habits, not much information has been
gathered yet about Millennials response to online advertisements, especially those featured on
YouTube. Therefore, conclusions have been drawn from research that was conducted to track a
consumers emotional response while watching a television ad. The results were collectedelectronically and provided continuous reports of the consumers level of positive or negative
affects while watching an ad. With this, researchers and practitioners have drawn many insights
into advertising effectiveness from consumers moment-to-moment affective responses to
advertising. For example, the final moment and overall trend of affecting me are more
predictive of a consumers retrospective advertisement evaluations than the sum or average of all
moments (Baumgartner, Sujan and Padgett, 1997). The peak is the highest level of affect
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Do Millennials Actually Watch YouTube Ads? 2
consumers experience on average while watching an advertisement. The final moment is the
level of affect consumers experience on average during the last second of the advertisement.
Another interesting insight of the effectiveness relates to the relationship between
moment-to-moment evaluations of surprise and humor in television advertising. In ads, average
peak of moment-to-moment surprise is higher than the peak of moment-to-moment humor,
generating the highest average ratings (Woltman Elpers, Mukherjee, and Hoyer, 2004). In
addition to that, the viewers will experience the highest evaluations of humor when the peak of
average moment-to-moment surprise occurs later in the advertisement (Woltman Elpers et al.,
2004).
Prior research also shows that a well-developed storyline, with unexpected twists draw
consumers in more and grabs their attention better. It also generates more positive advertisement
and brand evaluations (Escalas, Moore, and Britton, 2004). Past findings also demonstrated that
ads that incorporate a random moment that was surprising to consumers created some of the
highest levels of humor (Woltman Elpers et al.,2004). Lastly, past research suggested that the
level of affect consumers experienced at the conclusion of an ad had a strong influence on
advertisement and brand evaluations. Moment-to-moment research on appeal and humor showed
that peak and final moment were highly predictive of advertisement and brand evaluations, and
advertisers should try to make peak level of affect occur as late as advertisements as possible
(Baumgartner et al.,1997 Woltman Elpers et al., 2004).
Marketers know that young people have a substantial disposable incomes, but they are a
hard-to-reach demographic because they dont read newspapers, listen to radio, and watch TV as
much as their parents do. Not to mention, they are a stubborn demographic because those that do
watch TV use technologies to edit out ads, like ad blockers or Netflix/Hulu.
YouTube has become one of the largest sources of information and entertainment for themillennial generation. This generation, ranging in age from 18 to 34 years old, is one of the main
target markets for advertising professionals. A medium that is being used to reach this audience
is YouTube by the placement of video advertisements. The placement of in-stream ads can vary.
They can be shown at the beginning of a video (pre-roll), during the video (mid-roll), or once the
video has finished (post-roll) (Interactive Advertising Bureau and PricewaterhouseCoopers,
2013). Mid-roll ads are ineffective when the ad is unrelated to the content presented in the video.
However, overall mid-roll ads are responsible for better brand recognition due to attention
spillover when compared to pre-roll and post-roll ads (Li & Lo, 2015).
Marketers should be intrigued in the effectiveness of the in-stream video ads because ofthe length of time they can hold a viewer's attention. This can in turn lead to making better online
advertising decisions, especially if they are aimed at the millennial generation. Television and
radio sometimes are treated as background noise which diminishes conscious information
processing. However, while people are on their computers the screen usually holds their
attention (Ha and McCann, 2008). Because computers are demanding of attention from the
consumer, sensory fatigue can take place while a consumer is watching the video (Nelson and
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Do Millennials Actually Watch YouTube Ads? 3
Meyvis, 2008). Due to this, the amount of attention viewers pay to the video will increase, reach
a peak, and then decrease throughout the video (similar findings to the research discussed
previously about television advertisements). This in turn implies that viewers are expected to be
more mentally engaged in the middle of the video rather than before or after.
Another aspect to in-stream advertisements is how it interrupts the viewing of a video.
Characteristics of interruption include frequency, duration, timing, context, and complexity. All
of these aspects can affect the response an individual has to the interruption created by the
in-stream video (Kirmeyer, 1988). Interruptions of videos can be seen as intrusiveness to many
consumers. Now that advertisements are being placed online they are starting to be perceived as
intrusive which results in negative consequences. This intrusiveness can lead a consumer to ad
avoidance, and possibly the use of an ad blocker (Bauer & Greyser 1968 Edwards et al. 2002).
The results from a study done by Ying and Korneliussen show that consumers perception on ad
intrusiveness can be narrowed by ad value, ad placement and ad execution (Ying &
Korneliussen, 2009).
Literature Review and Research Questions
Pre-roll, Mid-roll, and Post-roll
All these rolls (WhatIs, Netlingo) are video commercials about 10-30 seconds in length.
These videos are shown alongside an online video that a user has selected to watch. Therefore,
pre-roll is shown before an online video begins mid-roll is shown in between an online video,
usually as a commercial break and post-roll is shown after the online video ends. Studies have
suggested that viewers respond best to mid-roll (Finan, 2014), where viewers have chosen to beengaged with a video for a long period of time and will therefore sit through the mid-roll as they
wait for their chosen video to return.
Response
Based on the information collected from various verified publications (Kirmani and Yi,
1991), researchers have addressed certain preconceived notions about millennials and the
generations response to advertisements in media. Millennials are constantly engaging on media
platforms, and advertisers are capitalizing on the growing technological trend. More specifically,YouTube advertisements, or in-stream video ads, can effectively reach an audience if they are
placed correctly. Viewers take advertisement length and video interruption into account when
analyzing YouTube ads online. Past research has provided a sufficient view into the minds and
intentions of millennials in regards to media habits and advertising trends however, there are
still several research questions formulated around further understanding of millennials responses
to YouTube pre-roll, mid-roll and post-roll advertisements. Researchers wanted to uncover
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Do Millennials Actually Watch YouTube Ads? 4
millennials attitude towards YouTube advertisements. Consequently, the first research question
was developed below:
RQ1a: What are millennials attitude on YouTube advertisements?
In addition to a millennials attitude towards a YouTube advertisement, researchers can
expand their study to reveal whether or not millennials harbor a certain attitude towards the
featured brand therefore, a second research question was created:
RQ1b: Do YouTube advertisements affect millennials attitudes towards the brand or product
featured in the advertisements?
Finally, researchers intend to discover the YouTube advertisements effects on
millennials purchase intentions. This observation also accounts for the in-stream ad placement
throughout the video. Engagement with pre-roll, mid-roll or post-roll YouTube advertisements
may or may not affect the viewers purchase intentions or engagement beyond viewing the
advertisement. Considering this information, a third research question was formulated:
RQ1c: Do YouTube advertisements affect millennials purchase intentions?
It is possible millennials have ad blockers on their web browsers, they almost always skip
advertisements when given the option, or they ignore the ad entirely. We are hoping to recognize
how exactly viewers respond to seeing an advertisement interrupt their video content.
We wish to recognize which in-stream video advertising works and which does not, aswell as why a viewer sticks around to watch an advertisement. A specific research design will
help marketers better understand the millennial generations, and it will gather insights into how
advertisers should proceed with YouTube advertising.
Research Method
The research design included a form of qualitative and quantitative research. To begin, 13
in-depth interviews were conducted by the researchers. Each researcher (7) chose one male and
one female to interview about their YouTube usage and opinions on advertisements withinvideos. In-depth interviews are used as exploratory research. The results from the in-depth
interviews aimed to formulate the proceeding online survey. The survey was written to collect
descriptive research on the target sample of millennials aged 18-34 years old that used YouTube.
The survey led to intriguing results on those feelings on YouTube and advertisements placed
before, during and after the video.
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Do Millennials Actually Watch YouTube Ads? 5
Sample and Procedure
Survey
Based on the responses of the in-depth interviews and the research questions, an online
survey was written using various tools available on Qualtrics to collect quantitative data. Peers
within the researcher's network ( n = 150) participated in an online questionnaire study through
convenience sampling on Facebook. The link to a Qualtrics survey was shared on personal
profiles, in club and social groups, as well to university pages. They were asked to participate if
they were aged 18-34 years old and familiar with YouTube advertisements. The sample age
range was chosen to target millennials. Millennials are defined as a person born in the 1980s or
1990s, who would currently be within our 18-34 year old target sample. The final analysis was
based on 100 (70 females and 30 males) participants who answered the questionnaires without
any missing data and fit the target age group. The final age range was 18-32 with the mean age at
21.84 years old. The final sample removed outliers that consisted of incomplete responses and
those outside of the millennial age group. The sample was instructed to complete an online
survey through Qualtrics that asked ten various questions about their YouTube usage, their
feelings towards YouTube advertisements, brand recall and demographic information. Upon
completion, participants were thanked for their cooperation.
In-depth Interview
Qualitative research was conducted through an in-depth interview with a male and female
within each of the researchers (7) peer group. This was so that each gender was equallyrepresented in the sample and could provide varying responses. The in-depth interviews were
conducted in privacy and in a comfortable setting. Each interview varied in length depending on
the how insightful the conversation was. The interview guide included demographic information
and research goals in the introduction, and led into ten prepared questions. The questions asked
about the frequency in which the interviewee watched YouTube videos, where and when they
watched YouTube videos and what type of videos they typically watched. They were asked how
they found themselves on YouTube and if they had an ad block on their browser. Lastly, the
questions asked if they related advertisements with the YouTube videos they chose to watch, and
how that made them feel about the advertisement product and the video.
The in-depth interviews and survey questions are included in the appendix.
Survey Results
All results of the survey are in the appendix.
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Do Millennials Actually Watch YouTube Ads? 6
RQ1a: What are millennials attitudes on YouTube advertisements?
The quantitative survey administered through Qualtrics worked best to measure
millennials attitudes on YouTube advertisements. Out of ten survey questions asked, five of the
questions directly answered RQ1a. When asked how does the advertisement being featured on
the video make you feel? On a scale from 1-5, 1 being the most negative feeling and 5 being the
most positive feeling, 80% of millennials responded with a negative feeling towards
advertisements featured on videos and 19% saying that they were neutral to it.
With the majority having a negative attitude towards ads the researchers found it best to
ask about the use of adblock to dig deep as to why ads elicit a negative feeling to millennials.
Out of the sample of 100 millennials, 50% claimed that they use ad block on their browser. Of
those that use ad block we asked them to explain why they choose to use the ad block extension.
The most common explanation among participants were that ads are annoying, particularly
because they delay their gratification of wanting to watch their video. Participants also use ad
block to prevent encountering popups ads and would like to avoid getting a virus on their device.
As far as what aspect of an ad catches millennials attention the most effectively, humor
came in first with a mean score of 2.73 out of 5 points (see Table 1.1). Out-of-the-ordinary
content in ads came in second with a mean score of 2.2. These findings matched the results of
previous research mentioned in the introduction (Woltman Elpers, Mukherjee, and Hoyer, 2004).
Woltman et al. stated that surprise and humor in television ads generate the highest ratings.
According to present study, surprise and humor applies to YouTube ads as well.
Table 1.1: Elements of an ad that catches attention
Statistic Relevance
to video
Humor Out of the
ordinary
Celebrity Music Visuals Description/
Words
Min Value 1 1 1 1 1 1 1
Max Value 4 4 4 4 4 4 4
Mean 2.04 2.73 2.2 1.65 2.08 2.14 1.6
Variance 0.74 0.91 0.98 0.63 0.9 0.9 0.57
Standard
Deviation
0.86 0.95 0.99 0.8 0.95 0.95 0.75
Total
Responses
98 100 99 100 100 99 100
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Do Millennials Actually Watch YouTube Ads? 7
Researchers hypothesized that an ad relevant to the video would prove to be the most
effective. However, the results show that in relation to the seven elements of ads, relevance is
ranked 5th in being most effective. The least effective aspect of an ad is the words or
descriptions of the product. From these results, we can conclude that ads that elicit an emotional
response using humor or surprise are the most effective. Also, visuals were more effective than
words/descriptions.
Lastly for RQ1a, the survey was able to determine at which point in a YouTube video an
ad would be most displeasing. According to the findings, 77% of millennials find mid-rolls the
most displeasing. Previous research showed that mid-roll ads have the highest engagement level
(Finan, 2014). Although the present survey did not directly display this, it can be assumed that
because of the strong feeling/attitude towards mid-rolls, viewers are more likely to have seen the
ad, remembered the ad, and created a strong attitude towards it, thus showing engagement.
Further research must be done to test this.
RQ1b: Do YouTube advertisements affect millennials attitudes towards the brand or product
featured in the advertisements?
The survey shows that 78% of millennials do not recall the brand or product as a result of
seeing a YouTube advertisement. However, about 20% of millennials do occasionally recall the
brand so this might be beneficial to some advertisers.
As far as millennials attitudes on the brand or product featured in the advertisements, the
research team could not directly test perception of various brands because of the nature of the
survey. However, from knowing that 80% of millennials have negative feelings towards
advertisements being featured on YouTube, the team infers that this might translate into theperception of the brand that is being featured. Further research must be done to make a
conclusion.
RQ1c: Do YouTube advertisements affect millennials purchase intentions?
The survey asked participants if they have ever purchased something after seeing an ad
for it on YouTube. 13% of the millennial participants responded with a yes or maybe. Thus,
despite negative attitudes with YouTube ads, 13% of the time it can convert to a purchase
behavior.In terms of clicks, only 2% of the millennials within our sample have ever clicked on a
YouTube ad to find out more about a product or brand.
In-Depth Interview Results
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Do Millennials Actually Watch YouTube Ads? 8
The research team conducted qualitative research in the form of in-depth interviews.
Each member of them team interviewed two people, male and female, totaling 13 interviews. We
targeted respondents from ages 18-34 (millennials). The interviews conducted were 10 questions
that would pertain to the three research questions stated above.
RQ1a: What are millennials attitudes on YouTube advertisements?
Half of the respondents viewed YouTube advertisements as an annoyance. One
respondent claimed they want to pluck their eyes out when they see advertisements on
YouTube. However, the other half of the respondents interviewed looked at YouTube
advertisements as part of the experience and having no negative emotion towards the
advertisements. The respondents that had a negative attitude towards YouTube advertisements
claimed that the ads were an annoyance that makes them aggravated. Many stated that they just
want to watch the video. The respondents agreed that they do not like the ads, even despise them.
One respondent remembers YouTube not having any advertising and prefers it that way. One
thing to note about the respondents that had negative emotions towards the advertisements on
YouTube is that they all get annoyed with the advertisement, not necessarily the video itself.
The other half of the respondents that had no negative emotion towards the YouTube
advertisements view them as part of YouTube and not affecting them using YouTube. These
respondents know that advertisements are part of YouTube and do not let it bother their feelings
about YouTube or the experience. They realize that they are mainly there to watch a certain
video and they think that they can just skip the ad anyway to get to their video. Some of these
respondents even enjoy the advertisements and welcome them, especially the funny ads.
RQ1b: Do YouTube advertisements affect millennials attitudes towards the brand or product
featured in the advertisements?
A majority of the respondents think positively of advertisements if they are relevant to
the video they are watching. 12 out of 13 respondents think that if advertisements match well
with the video they choose to watch, it is more appealing and less annoying than those that are
not. Most believe that the advertisements that are random and not relevant to the video they are
watching are less appealing and non-strategic. Most respondents think that it makes sense for
advertisements to post on videos relevant to them. Not having relevant advertisements to certainvideos seems illogical and lazy to respondents. Some respondents feel much more inclined to
like the advertisement or even click on the advertisement if the ads are relevant to the video. A
couple of female respondents remember times that they have seen Maybelline or Dove
advertisements linked to beauty videos and have had positive reactions. Some even think that
there is a possibility that the video is sponsored by the brand being shown in the advertisement.
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Do Millennials Actually Watch YouTube Ads? 9
The one respondent that did not agree with the majority does not like advertisements at
all, no matter if they are relevant or not. This respondent has negative emotions towards
advertisements altogether.
RQ1c: Do YouTube advertisements affect millennials purchase intentions?
The overall consensus of the respondents was that YouTube advertisements did not affect
their purchase intentions. Many respondents feel as though that they are not on YouTube to buy
something, they are on there to watch a video. The advertisements have no affect on persuading
them to buy things because in their minds, they have one focus, to watch a certain video.
Because of this, respondents will wait the allotted time and skip the advertisement, if possible.
Respondents also expressed that they are brand loyal and already know what they are going to
buy. YouTube cannot do anything to persuade the brand loyal consumers to buy anything else
that respondents do not intend to buy.
Though the majority agreed that YouTube ads had no effect on their purchase intentions,
some respondents think differently. Three out of 13 of the respondents think that YouTube
advertisements do affect their purchase intentions. Respondents admit that if the advertisement is
something they are interested in, they would feel more inclined to go purchase that brand or
product. One even agrees that the advertisements help make friendly reminders of products they
may need, like deodorant or shampoo. Another respondent thinks that the advertisements on
YouTube have an affect on her subconscious. They claimed that the would associate seeing a
commercial on YouTube many times with brand recognition and make them feel good about
buying that brand or product. The last respondent that agrees that YouTube ads affect their
purchase intentions gave a personal example of video games. A commercial at the beginningrelates to a game that someone can buy in the app store. They are then introduced to a new
product and learn the brand name. Sometimes he or she would click on the ad in order to go and
buy the app from the app store right away.
One last thing to note about the respondents that think YouTube advertisements affect
their purchase intentions, they all three agree that the funnier the ad, the more obligated they felt
to buy that product or brand.
Discussion
The results of this research indicate that millennials have a neutral to negative view of
advertisements on YouTube videos and tend to ignore or skip them when possible. Our research
questions sought to explore the attitudes that millennials hold toward YouTube advertisements
and brands, as well as looking at purchase intentions of millennials after viewing these
advertisements. The preliminary research indicated that millennials are expected to respond more
positively to Internet advertising, and may change their purchasing behavior based on ads they
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Do Millennials Actually Watch YouTube Ads? 10
see. However, after conducting both qualitative and quantitative research we can now conclude
that although many millennials are being reached through YouTube advertisements, they are not
responding positively. Millennials are annoyed by YouTube advertisements interrupting their
leisurely video watching. Even when advertisements are directly related to the content of the
video, most people have a neutral reaction which indicates that the brand or product is not
sticking in the mind of the consumer and therefore not changing their purchasing behavior. The
quantitative survey that was filled out for this study is recognized to have the possibility of
reporting bias due to the fact that it was completely self-reported behavior.
Although the research did not fully match the expected outcome, much insight was
uncovered that was outside of the frame of the research questions. For instance, people are more
likely to pay attention to pre-roll ads which allow skipping after 5 seconds, just in case the story
within the advertisement is worth watching. It is important to understand the attitudes and
behaviors of millennials with regard to Internet advertising, given that this is the environment
where they spend the majority of their time and are exposed to advertising content.
Given that the topic of millennials attitudes toward YouTube advertisements has not been
explored in depth at this time, this study creates a solid foundation to further expand this
research. Having discovered more about the attitudes of millennials toward YouTube
advertisements based on research questions, further research can be conducted using hypothesis
testing. For instance it may be worth discovering the influence of a YouTube ad which matches
content to a video and measure how that affects purchase behavior directly. Extended
experiments and manipulation of variables can offer more insight to the perceptions and
influence of purchase behavior.
Appendix
Qualtrics Survey: Initial Report
Last Modified: 04/12/2016
Filter By: Report Subgroup
1. How often do you watch YouTube videos?
# Answer Response %
1 Never 1 1%
2 Rarely 12 12%
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Do Millennials Actually Watch YouTube Ads? 11
4 Occasionally 33 33%
5 Regularly 42 42%
6 Always 12 12%
Total 100 100%
Statistic Value
Min Value 1
Max Value 6
Mean 4.39
Variance 1.33
Standard Deviation 1.15
Total Responses 100
2. Do you have ad block on your browser
# Answer Response %
1 Yes 39 50%
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Do Millennials Actually Watch YouTube Ads? 12
2 No 36 46%
4 Probably not 3 4%
Total 78 100%
Statistic Value
Min Value 1
Max Value 4
Mean 1.58
Variance 0.48
Standard Deviation 0.69
Total Responses 78
3. Please explain why you have ad block.
Text Response
Because commercial are annoying
Ads are annoying
Don't like popups and ads slowing down my videos.
I dont like ads
To remove unwanted clutter on the site I'm viewing
bc ads suck
I hate getting Ads.
To block ads
To prevent pop ups
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Do Millennials Actually Watch YouTube Ads? 13
Ads are annoying
Ads are annoying & I want to avoid spam
So I don't see ads
I hate ads
Inappropriate ads
To avoid viruses or popups on more sketchy sites
When watching hours of content i dont like to be interrupted by an ad for viagra. I dont get much time to
watch so i try to be as efficient as ppssible
I watch videos on putlocker and other ad-filled websites. Don't want to get a virus.
Ads are annoying (duh) and there are too many
To avoid wasting time
Because ads are annoying
Ads delay video watching. Instant gratification needed.
They're annoying and I'm anti-capitalist.
Annoyance/too often
Two minute ad for a five minute video is too much.
I don't like the ads. They get annoying
I don't like pop ups
Ads are annoying
Less distractions and saves time when going to sites.
I don't like ads
I was getting annoyed by all of the banner ads on different websites
because i already pay for internet, and i refuse to let my time and money bay for bandwidth of which it
forces me to watch, be advertised to, and waste my time.... back in the day i never had to, and i still dont
have to, and i never will have to, because i will always find a way to beat the system.... no one tells me how
to spend my time other than me
Ads are distracting and I watch videos on sites with lots of pop-ups.
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Do Millennials Actually Watch YouTube Ads? 14
Automatic
Cause i dont want ads
I use youtube to watch videos, not ads
Ads are annoying
Pop-ups
Statistic Value
Total Responses 37
4. What type of videos do you mostly watch on YouTube (pick all that may apply)?
# Answer Response %
1 Automotive 4 4%
2 Comedy 76 76%
3 Education 32 32%
4 Film &
Animation
22 22%
5 Gaming 17 17%
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Do Millennials Actually Watch YouTube Ads? 16
Other
Conspiracies
FOOD
Commercials
Animals
Cats
Animal videos
Design, health and hygiene
Statistic Value
Min Value 1
Max Value 15
Total Responses 100
5. At what point in a video would an ad displease you the most?
# Answer Response %
1 Beginning 21 21%
2 Middle 77 77%
3 End 2 2%
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Do Millennials Actually Watch YouTube Ads? 17
Total 100 100%
Statistic Value
Min Value 1
Max Value 3
Mean 1.81
Variance 0.20
Standard Deviation 0.44
Total Responses 100
6. How does the advertisement being featured on the video make you feel?
# Answer Response %
1 1 31 34%
2 2 41 46%
3 3 17 19%
4 4 1 1%
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Do Millennials Actually Watch YouTube Ads? 18
5 5 0 0%
Total 90 100%
Statistic Value
Min Value 1
Max Value 4
Mean 1.87
Variance 0.57
Standard Deviation 0.75
Total Responses 90
7. How often do you recall a brand or product because of a youtube advertisement?
# Answer Response %
1 Never 36 36%
3 Rarely 42 42%
4 Occasionally 19 19%
5 Regularly 2 2%
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Do Millennials Actually Watch YouTube Ads? 19
6 Always 1 1%
Total 100 100%
Statistic Value
Min Value 1
Max Value 6
Mean 2.54
Variance 1.60
Standard Deviation 1.27
Total Responses 100
8. How often do you click on the YouTube advertisement?
# Answer Response %
1 Never 77 77%
2 Rarely 21 21%
3 Occasionally 2 2%
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Do Millennials Actually Watch YouTube Ads? 20
4 Regularly 0 0%
5 Always 0 0%
Total 100 100%
Statistic Value
Min Value 1
Max Value 3
Mean 1.25
Variance 0.23
Standard Deviation 0.48
Total Responses 100
9. What aspect of an ad catches your attention the most effectively?
# Question Not very
effective
Somewhat
effective
Moderately
effective
Very
effective
Total
Responses
Mean
1 Relevance to
video
29 41 23 5 98 2.04
2 Humorous 11 29 36 24 100 2.73
3 Out of the
ordinary
29 32 27 11 99 2.20
4 Celebrities 53 31 14 2 100 1.65
5 Music 32 37 22 9 100 2.08
6 Visuals 29 36 25 9 99 2.14
7 Description/Words 53 37 7 3 100 1.60
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Do Millennials Actually Watch YouTube Ads? 21
Statistic Relevance
to video
Humorous Out of
the
ordinary
Celebrities Music Visuals Description/Words
Min
Value
1 1 1 1 1 1 1
Max
Value
4 4 4 4 4 4 4
Mean 2.04 2.73 2.20 1.65 2.08 2.14 1.60
Variance 0.74 0.91 0.98 0.63 0.90 0.90 0.57
Standard
Deviation
0.86 0.95 0.99 0.80 0.95 0.95 0.75
TotalResponse
s
98 100 99 100 100 99 100
10. Have you ever purchased something after seeing an ad for it on YouTube?
# Answer Response %
1 Definitely yes 0 0%
2 Probably yes 4 4%
3 Might or might
not
9 9%
4 Probably not 26 26%
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Do Millennials Actually Watch YouTube Ads? 22
5 Definitely not 61 61%
Total 100 100%
Statistic Value
Min Value 2
Max Value 5
Mean 4.44
Variance 0.67
Standard Deviation 0.82
Total Responses 100
11. Age
Text Response
21
18
23
22
21
22
29
20
21
21
20
21
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Do Millennials Actually Watch YouTube Ads? 23
23
19
19
21
26
21
21
20
21
20
21
21
20
30
19
19
20
22
20
21
26
21
24
22
30
25
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Do Millennials Actually Watch YouTube Ads? 24
21
20
22
21
21
26
19
21
26
20
19
22
20
18
21
20
21
22
22
20
32
21
21
27
21
23
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Do Millennials Actually Watch YouTube Ads? 25
23
20
32
22
22
23
22
21
20
20
23
20
32
20
21
21
26
20
21
24
21
23
20
22
23
21
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Do Millennials Actually Watch YouTube Ads? 26
20
20
23
21
20
20
20
19
20
20
Statistic Value
Total Responses 100
12. Gender
# Answer Response %
1 Male 28 28%
2 Female 70 70%
3 Other 2 2%
Total 100 100%
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Do Millennials Actually Watch YouTube Ads? 27
Other
Attack Helicopter
male, wtf is other??? remove this stupid label and please stop supporting this bullshit concept of multiplesexes other than male and female
Statistic Value
Min Value 1
Max Value 3
Mean 1.74
Variance 0.23
Standard Deviation 0.48
Total Responses 100
13. Ethnicity
# Answer Response %
1 Caucasian 68 68%
2 Black or
African
American
5 5%
3 Hispanic 19 19%
4 American
Indian or
Alaska Native
0 0%
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Do Millennials Actually Watch YouTube Ads? 28
5 Asian 2 2%
6 Native
Hawaiian or
Pacific
Islander
1 1%
7 Other 5 5%
Total 100 100%
Other
Mixed
Biracial
Mixed
Biracial
Statistic Value
Min Value 1
Max Value 7
Mean 1.86
Variance 2.47
Standard Deviation 1.57
Total Responses 100
In-Depth Interview Questions
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Do Millennials Actually Watch YouTube Ads? 29
Name
Age
School Year
Gender
Ethnicity
1. How often do you watch YouTube videos?
2. In what settings do you watch YouTube?
3. What type of videos do you watch? (Music videos, TV show segments, funny clips, viral
videos, sports highlight reels)
4. How do you usually find yourself on youtube? (i.e. Through links on other social media
sites straight to youtube.com etc.)
5. Do you have an ad block on your browser?
6. Which type of videos do you see the most advertisements?
7. Have you ever clicked on a YouTube advertisement?
8. How does the advertisement being featured on the video make you feel about the video?
9. Does the advertisement content relevant to the video content affect how you feel about it?
10. Do you feel that these advertisements influence your purchasing behavior?
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15Q2/How Do Consumers
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