Global Ad Trends: Finding Gen Z

This report summarises the latest research from WARC Media, with a focus on Gen Z.
  • Gen Z is the most digital generation to date, but in total consumption terms, Gen Z lags behind.
  • The channels being consumed most by 16-24s – from music streaming to video games – are often those with the most under-developed advertising proposition, which heightens the importance of platforms like TikTok.
  • Audio channels play a key role in Gen Z media habits; however, brands can still reach Gen Z through established channels and offline media....

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