69% of Gen Z skip video ads instantly. The key to successful immersive advertising is avoiding 'breaking the world view' (25%). Z-SOZOKEN (Gen Z Creativity Research Institute) conducts a survey on Gen Z's perception of immersive advertising.

Z-SOZOKEN (Gen Z Creativity Research Institute), a think tank operated by the Gen Z-focused creative company Fiom LLC (Headquarters: Shibuya-ku, Tokyo; Representative Partner: Yohei Takeshita) that analyzes the realities and values of Gen Z, has announced the results of its 'Survey on Gen Z's Perception of Immersive Advertising,' conducted among Gen Z individuals (ages 18-24) nationwide.

In recent years, 'immersive advertising,' which blends into digital experiences such as metaverse spaces, in-game items, and AR filters, has been gaining attention as a new marketing method.

For Gen Z, who have been exposed to smartphones since childhood and have skillfully avoided ads as 'noise that steals their time,' traditional ad formats that force viewership are reaching their limits.

As many companies attempt to solve this challenge by utilizing new technology for promotions, one-sided advertisements that ignore the platform's world view are often met with strong backlash, with some cases even proving counterproductive as they 'pull users back to reality.'

Against this backdrop, Z-SOZOKEN, a research institute specializing in Gen Z that uncovers and explores new insights through the perspective of Gen Z themselves, conducted this survey to elucidate the deep psychology of how Gen Z finds value in 'immersive advertising' and what approaches they accept without discomfort.

Researchers who are Gen Z individuals with diverse backgrounds conducted the survey, analyzing their real perspectives and honest opinions regarding corporate advertising and digital promotions.

Based on a 29-page research report, we investigated the reality of the 'boundary of discomfort' that influences Gen Z's advertising experience.

'Survey on Gen Z's Perception of Immersive Advertising' Summary

- 69% of Gen Z skip video ads instantly. Forced 'interruption of experience' (30%) is the biggest stressor.

Regarding video ads on platforms like YouTube and TikTok, 69% actively avoid ads, combining those who 'skip all ads as a rule' (35%) and those who 'decide in the first few seconds and skip most ads' (34%). The most disliked ads were 'forced ads that interfere with content viewing' (30%).

- 'Breaking the world view' is an instant deal-breaker. 25% of Gen Z point out the discomfort of being pulled back to reality by immersive ads.

The reasons why Gen Z feels immersive ads are a 'bad experience' include 'because they are displayed in an intrusive way that hinders play' (34%), followed by 'because they break the world view of the game or metaverse and pull me back to reality' (25%).

- Brand favorability is determined by 'experience.' 65% of Gen Z say their favorability increases with a high-quality immersive experience.

Regarding changes in brand favorability after experiencing immersive ads, respondents answered that 'if the experience is good, it increases significantly' (31%) and 'if the experience is good, it increases slightly' (34%).