69% of Gen Z skip video ads immediately. 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 viewing are reaching their limits.

As many companies attempt promotions using new technologies to solve this issue, one-sided advertising that ignores the platform's world view often triggers a strong backlash, with cases of it being counterproductive as it 'pulls them back to reality' frequently observed.

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 behind 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 and analyzed 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 immediately. Forced 'interruption of experience' (30%) is the biggest stressor.

Regarding video ads on platforms like YouTube and TikTok, 69% actively avoid ads, with 35% saying they 'skip all ads as a rule' and 34% saying they 'decide in the first few seconds and skip most ads.' 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 for feeling that immersive ads are a 'bad experience' included 'because they are displayed in an intrusive way that hinders play' (34%), followed closely 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, 31% said 'if the experience is good, it increases significantly,' and others said 'if the experience is good, it increases slightly' (34%).