- 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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We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.
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