comScore has published the results of a study on consumer response to ads in different formats/properties. Not surprisingly, Gen Y and those close to them are showing different propensity to engage with and trust an ad than the older population.

Based on the results, it is clear that major media advertising dollars will increasingly move to UGC properties. It’s not a matter of if, it’s a matter of when. The transition can be aided by technology that protects brands from exposure to undesirable content. An example of this type of technology is AdSafe, launched recently by our own THCN (The Health Central Network).