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-ye...

Who Are the Millennials?

Millennials are the generation born anywhere from the mid 1980’s through the early 2000’s, although some researcher

s include those born as early as 1977. Twenty-five percent of the US population at peak spending age, this group has become a prim...

Why do brands spend so much time and effort courting millennials on social media? Digital marketing is a big undertaking, it can be expensive, and there’s lots of competition. Still, companies seem to be committed to engaging on social media. The simple reason behind t...