In partnership with Mediacom’s Connected Kids panel, Marketing has revealed that when asked what their favourite ads where, under 18s cited financial brands most often.
Due to a ‘humorous’ overhaul to the advertising of brands such as Go Compare and Money Supermarket, the brands were the most popular, despite the businesses not having any products aimed at the majority of the age group.
The research, which had a 500-strong sample of 8-18 year olds, with a nationally representative split of 8-12 year olds, 13-16 year olds and 17-18 year olds, also looked into how often under 18s interacted with advertising online.
YouTube, and online video broadly, is how a lot of young people spend their time. According to the research some 15% had watched a pre-roll ad in full, with 8% having then clicked on one versus 7% not.
The majority of young people find pre-rolls annoying with 34% saying they skip them as soon as they can and and 31% saying they don’t take any notice. A fifth said they didn’t mind pre-roll ads and watched them when they could.
Pauline Robson, head of Real World Insights at MediaCom, said, "I think it’s quite high compared to the average for how many people watch a whole pre roll. Given opportunity to avoid an ad most people would watch, whether kids or not, only if it’s relevant or emotionally engaging. Favourites are funny or content-focused and hook them in but that’s always been the case, no one will watch a boring advert."
According to the research, the most likely action kids take after seeing an ad they like is to connect or share on social media. Some 33% Tweeted about an advert, 16% shared or talked about an advert on social media and 34% Visited the social media page for a brand or organisation after seeing an advert for it.
"Again, for this generation it is much more normal to engage with brands in this way. Last year we looked at the difference between baby boomers and millennials and there was a marked difference, for older people it is not natural but it’s normal to kids," added Robson.