吸引年轻人的注意力（英）-29页_1mb

Magnitude of TV viewing on Connected TV (CTV) is highest for Gen Z and Millennials, with over half of their time spent on CTV, according to Magna Time Spent Report, 2Q23. Despite this, capturing their attention is notoriously difficult, as noted by Visual Ad Attention Rate data, but opportunities for high engagement exist.

For Gen Z, CTV ads perform best during late night and daytime, with a 57% viewability rate and up to 19-second visual attention time for electronics ads. They prioritize shorter viewing sessions and longer-form content, with 15-second ads offering the best cost efficiency for attention. FAST channels are preferred, and repeat ads must be spaced adequately beyond 3 hours. One creative iteration is optimal, adhering to fewer changes.

Millennials peak ad attention during primetime/evening, with high viewability and receptivity. They are more sensitive to ad repetition and require spacing beyond 30 minutes, with multiple creative iterations recommended at high frequencies. Shorter ads are cost-efficient, and they favor shorter-form content over long-form options.

Key recommendations include tailoring frequency, creative, and ad length to generational preferences: Gen Z seeks spaced repetitions and longer formats, while Millennials respond to fewer repeats but need diverse creative. For CTV success, focus on FAST channels and strategically time ad placements to align with peak viewing的习惯.