Kantar Millward Brown: AdReaction - Engaging Gen X, Y and Z

This paper reveals the findings of a global study into the behaviours, attitudes and responses to advertising of Generation Z to help marketers understand how to effectively engage them.
  • The study interviewed almost 24,000 members of Generation Z - those aged 16-19 years - in 39 countries.
  • It found that Gen Z have high expectations of advertising, especially digital - they are significantly more likely to skip ads than their predecessors, suggesting a lower threshold for boredom.
  • They prefer short content and they want the opportunity to interact with ads, and to receive rewards for their engagement.
  • They are more open to ads during the day, and to ads in movie and music contexts.
  • Brands need to stop using invasive, non-skippable online video, and ensure...

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