15-second ads ‘most cost-efficient’ for brands targeting Gen Z attention

Alex Brownsell, Celeste Huang

Research into Gen Z and Millennial viewing habits by Magna and Samsung Ads.

Shorter video ads offer a “sweet spot” for advertisers targeting younger audiences, a new study by Magna Media Trials and Samsung Ads has concluded. 

A survey of Gen Z and Millennial consumers in the US found that more than half of younger viewers perceive ads running on connected TV (CTV) to be both “better quality” and also “more relevant” than ads on cable and satellite services.

The study explored how best to secure attentive viewing by younger cohorts. It discovered that late night between 12am and 6am is an “untapped opportunity” for advertisers, with Gen Z ad receptivity...

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