These sentiments that Jenkins shares offer unique insight into a quickly changing market. There is a premium on getting viewers to take a few more seconds and digest digital advertisements, because studies show that there is a correlation between the length that digital content is viewed and the success rate of that advertising campaign. Native advertising and sponsored content consistently boast longer viewing rates than other digital advertisements.

Whether individual millennials pick a preferred brand for an altruistic ideal, a materialistic agenda, or a popular consensus, in the end, brands want attention. Native advertising and sponsored content are new tools that are changing the way that brands connect with millennial consumers. Millennials notice formatting and poor or distracting formatting cause millennials to lose interest or ignore online advertisements. Native advertising and sponsored content provide subtle ways to attract attention.

When comparing native advertising or sponsored content to banner advertisements, there is a general hope that, on some level, there is a correlation between the amount of time someone spends on the ad and the degree to which that person believes the advertisement. If native advertising and sponsored content provide an accessible way to reach viewers, then everyone benefits. Millennials will see the companies that appeal to their individual values and personal image.