Millennials seem to have a huge appetite for video content, but brands must fight to hold their attention online.

Video is one of the fastest growing web content formats, much to the credit of Millennials who have a positive perception of brands that advertise with streaming digital media. YuMe andI IPG Media Lab recently released a report showing that 9 percent of consumers in this age bracket think brands are “on their way up” when they promote through video marketing. However, the impressions companies create may be fleeting because Millennials are also habitual multitaskers, and they have a difficult time recalling the businesses behind the ads they watch.

Multitasking Millennials find ads easy to forget

A lot of factors influence Millennials’ ability to recall brands, which marketers should consider when developing video marketing plans. YuMe and IPG Media Lab looked specifically at video ads, those snippets that play before viewers are able to watch selected content.

The study also includes promotions that interrupt streaming shows and movies. Perhaps it’s not shocking to see that consumers – particularly those born into the ‘digital age’ – tune these ads out.

9 percent of Millennial consumers think brands are “on their way up” when they promote through video marketing.

Digital natives, as they’re sometimes called, generally flock to sites that offer free access to the content they want, and tend to recoil when those same platforms request a fee or subject them with ads.

The study and consumers might regard video ads and organic web videos as completely different beasts. If they have elected to watch a brand’s video blog, animated product demo or customer testimonials, or if they naturally find it on their social feeds, there’s an assumed interest in these topics and it’s more likely they’ll give brands’ messages their full attention.

Brands looking to video for results

The success of video content campaigns is becoming more important for web marketing ROI because brands are hedging their bets on this format. Brafton previously reported that 71 percent of marketers are increasing their budgets for video this year.

A well-executed strategy could help brands gain added visibility on the ‘net and reach new audiences – particularly those in the Millennial crowd, but also across age groups. ComScore’s latest Online Video Rankings data revealed 87.1 percent of American internet users watched 49.1 billion digital videos last month.

Lauren Kaye is a Marketing Editor at Brafton Inc. She studied creative and technical writing at Virginia Tech before pursuing the digital frontier and finding content marketing was the best place to put her passions to work. Lauren also writes creative short fiction, hikes in New England and appreciates a good book recommendation.