Attitudes and preference of Generation Z towards YouTube advertising formats

This research was conducted with the aim of better understanding Generation Z within the online entertainment context. The research focuses on the differences found on the three attitudinal levels (Entertainment, Informativeness, Irritation) towards the YouTube advertising formats by applying the Ducoffe model, and provides practical information for advertisers and content creators based on the analyzed data and previous findings. The data to analyze was collected online, on a randomized between groups experimental basis where the six advertising formats were the independent variable and were changing per experimental group. The collected data was analyzed using SPSS 26, the research found that Overlay ads are the most disliked YouTube advertising format amongst Generation Z. Sponsored cards are the highest valued format, which still has room to improve regarding effectiveness. The study confirmed that Non-Skippable video advertisements are being the most effective advertising format, even when targeting Generation Z.