MILLENNIALS BEHAVIOUR TOWARDS ONLINE VIDEO ADVERTISING

Abstract

Online video advertising (OVA) has become an increasingly popular medium for marketers looking to reach out and engage with their target audiences. This form of advertising allows companies to deliver highly targeted and personalised messages to consumers, while providing opportunities for user engagement and social sharing as well. The current study is exploring on the types of OVA that can influence the Millennials to share. The study involved 208 Millennials around Selangor, Malaysia and the research has shown that emotional content video is effective in generating Millennials' engagement and sharing behaviour. This finding provided the information to marketers as they can use emotional video advertising in order to build more engagement from the audience. However, there is still much to be learnt about the targeting strategies for OVA. Future research in this area has the potential to shed more light on how different generation cohort and culture react on the types of video advertising.