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The “skip” button is a blessing for ad-hating consumers and a curse for advertisers. But new research suggests there’s a key way to keep Gen Zers and younger millennials watching: use influencers.
Fullscreen partnered with research lab MediaScience to study 13- to 24-year-olds’ biometric responses to ads, brands and social influencer content. And the data is promising for brands—about 40 percent of participants have shared sponsored content. The outlook is particularly rosy for brands that utilize influencers and digital creators in their ads.
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