Cracking branded entertainment for Gen Z with Xbox and JOE

Brian Carruthers

Generation Z is proving a difficult demographic for advertisers, not being swayed by traditional methods and having an advanced filter for discerning interesting content.

"We've got a really challenging demographic to speak to," Ryan Miles, media lead at Xbox, acknowledged to an ad:tech audience. The gaming console's target is GenZ who "don't have a huge appreciation for advertising in traditional or straightforward forms". They're big on mobile and social, he noted, they're good at ignoring banners and while video is clearly important, there are issues about how best to reach them and keep them engaged.

This age group is drifting away from linear television. They still watch it, of course, but they increasingly demand to view content on their own terms and frequently on...

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