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 f

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 prime marketing target. Millennials make up 21% of consumer purchases, estimated to be over a trillion dollars. Their buying power has a tremendous impact on older generations for this reason. Millennials (18 to

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 this is that it works. Social media is a major influencer when it comes to the purchasing decisions of millennials. In fact, 72% of them report buying fashion and beauty products based on Instagram posts. And the