Cracking branded entertainment for Gen Z with Xbox and JOE

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 f

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