Millennials are the subject of new research by branded video provider, YuMe, which has sought to uncover the media consumption and multitasking habits prevalent in this demographic

Often referred to as Generation Y, millennials encapsulates those born between the 1980s and early 2000s. YuMe wanted to discover how this category of consumer dealt with brand recall and the general persuasiveness of video ads on different devices.

It turns out that the demographic can be heavily distracted while watching video, which means that ads can have a harder time breaking through, but Ed Haslam, senior vice president of marketing at YuMe believes this can be used to an advertiser’s advantage.

“The results showed that millennials tend to multi-task with other connected devices, a clear opportunity to plan for duplication and exposure timing across devices for ad breakthrough,” Haslam said.

Once video advertisements do break through, there is often a more positive brand impact on millennials compared to other generations. Video ads are said to be especially effective when shown through the medium of smartphones.

Other highlights from YuMe’s study into millennials and digital video can be seen in the following infographic.