Thwaites says one of the biggest trends in the space is the current generation of young people — referred to as Gen Z — tend to dislike and avoid advertising online. In addition, research has found that about half of this particular cohort tends to have software on computers and smart devices that blocks ads.
Thwaites says part of the reason for the success of advertising on TikTok is the entertaining nature of content that includes promotional material. In other words, young people find promotional content on the app to be enjoyable.
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