Standard digital ads fail Gen Z

10 januari 2017
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Gen Z consumers may be more focused on digital media consumption than their elders, but new research indicates they are consistently more positive about traditional media ad formats than standard digital alternatives.

This finding is contained in the latest AdReaction study from Kantar Millward Brown, AdReaction: Engaging Gen X, Y and Z, based on surveys of more than 23,000 16-49 year old consumers across 39 countries, with qualitative research also carried out with Gen Z respondents in the US, Germany and China.

While advertisers should not ignore outdoor, print ads and cinema, TV and radio, the report also suggested they need to think more creatively about their digital offering if this is to be effective among a key group – the first cohort is now aged 16-19 – that is becoming more relevant to more categories and sectors.

Bron en volledig bericht: Warc

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