Video Ads on Smartphones Seen Positively Influencing Millennials’ Brand Perceptions

A new study from YuMe and IPG Media Lab [download page] indicates that unaided ad recall is higher among Millennials when watching video ads on smartphones than on any other device, including TV. The impact of smartphone video ads on Millennials is wide-ranging: compared to a control group, Millennials who had watched a video ad on a smartphone were more likely to say the brand is “on its way up” (9%), modern (6.7%), a quality brand (3.7%), a premium brand (2.9%) and one they respect (1.7%). In each case, Millennials (18-24) appeared to be influenced more than Gen Xers. (more…)