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BizReport : Advertising : March 15, 2016

Millennials accept ads that support income of their favorite digital celebs

In the face of a plethora of media attention on ad blocking comes research from Defy Media that shows Millennials appreciate their favorite digital celebrities need ads on their channels to earn a living.

by Helen Leggatt

According to recent research by Retale into ad blocking, Millennials are "more inclined to tune out display and banner ads while on a PC, they're proactive in blocking them. Only 37% aren't using some sort of ad blocker today".

But, hang on. There seems to be an exception to the trend. According to Defy Media's 'Annual Acumen Report', nearly two-thirds (63%) of Millennials "agree that digital celebs need ads on their channel to earn a living" and more than half (58%) don't mind watching them.

Ads by a digital celeb's brand sponsor topped the list of "ads that are always or sometimes ok" with a 5 second intro by a brand sponsor accepted by 89% and a digital celeb announcing their brand sponsor by 87%. In terms of pre-roll the shorter the better (15 secs 80%, 30 secs 67%, 1 minute 53%).

video.pngOther key findings from the research include:

- free and social media resources, combined, are used more and longer than television;

- The top reason given for watching videos online is to kill time/boredom (77%) followed by keeping up with celebs, sports and shoes (63%), stress relief (61%) and keeping up with current videos/events (60%);

- digital sources Millennials can't live without are YouTube (67%), Netflix (61%) and social media (net) (48%).

Michal Ludwiczak /

Image via Shutterstock

Tags: adblocking, advertising, Millennials, research

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