Branded content 'appeals to UK teens'

Teens in the UK and Germany are more likely to respond positively to branded content than older demographics, according to new research.


Teens in the UK and Germany are more likely to respond positively to branded content than older demographics, according to new research.

A study from Kantar Millward Brown shows that the Generation Z demographic (aged 16 to 19) were more favourable towards many types of branded content than Gen Y (20-34) and Gen X (35-49) in the UK and Germany.

However, the same could not be said for teens in France, Italy and Spain, where they were not noticeably more positive towards this type of content, eMarketer reports.

UK teens were most positive towards social newsfeeds, followed by branded events and social celebrity content.

Sentiment was similar in Germany, where branded events were the most popular form of branded content among Gen Z.

Snapchat appears to be an especially popular platform for branded content consumption. According to research by Snaplytics, more than half of Snapchat users will open a brand's story, with 85 per cent of them watching the entire thing.

Related content

Software can help to produce emotional content

Learn more
Content and Native Measurement Green Paper cover image

Content and Native Measurement Green Paper

Learn more

Immersive media, virtual reality and a new form of media

Learn more

MEMBER RESEARCH: Weve's Primary Entertainment Research 2016

Learn more

Rediscover the joy of digital advertising

Champion connections instead of clicks. Capture audiences' imaginations, not just their attention. Boldly find your own beat instead of letting tech set the pace. It’s time to rediscover the joy of digital.

IAB UK Chatbot

Close Chat

Hi, I'm NORI

As the IAB’s AI-powered chatbot, I’m here to help IAB members understand everything about the world of digital advertising. You must be an IAB member to ask a question. To get started, either log into your account or create one below.

Are you sure you want to clear your chat history?

No
IAB chatbot icon