Using native video to engage the ‘uninterruptible’ Generation Z

This event report details research from Sharethrough, a native advertising software provider, on the use of native video to reach Generation Z via mobile.

Using native video to engage the 'uninterruptible' Generation Z

Emily Barley

"The more intimate a technology becomes, the more empathetic the user experience needs to be." This was the key message Ally Stuart, strategy director at Sharethrough, a native advertising software provider, delivered to audience gathered for IAB UK's Content & Native conference held in London in September 2016.

"My phone is really just an extension of me," Stuart explained, and that means that he does not want to be interrupted or annoyed when he is using it – and most mobile users feel the same way. "The more technology...

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