AdReaction Gen X, Y and Z - Engaging across generations
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A new AdReaction study from Kantar Millward Brown, reveals Gen Z has its own distinct behaviours, attitudes and responses to advertising. The study, AdReaction: Engaging Gen X, Y and Z is the first-ever comprehensive global study of Gen Z, and provides guidance on how marketers can engage more effectively with this increasingly important group.
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AdReaction Gen X, Y and Z - Engaging across generations
- 1. Engaging across generations Global Webinar Presentation February 2017
- 2. About AdReaction 2 AdReaction studies have been conducted since 2001, delivering insights on perceptions of advertising, particularly digital formats. The last two AdReaction campaigns (Video Creative in a Digital World and Marketing in a Multiscreen World) are still available. This latest global study explores generational attitudes to ads, with a particular focus on the new, emerging Gen Z cohort. In this webinar we will cover: • Challenges in connecting with Gen Z through advertising • What each generation thinks of different ad formats • Strategies for overcoming ad avoidance
- 3. What generational insights does this study provide? 3 How do generations differ in their media attitudes and behaviours? What do the generations think of different ad formats? What makes the generations more receptive to advertising? How are audiences avoiding ads? Why can ads perform better/ worse among younger/ older people? How should we be adapting our media plans to connect with younger people? How do I know if branded content will be effective for my target audience?
- 4. Understanding new generations is (always has been) important 4 Tastes change, fashions change, and the advertiser has to change with them. An idea that was effective a generation ago would fall flat, stale, and unprofitable if presented to the public today. Not that the idea of today is always better than the older idea, but it is different – it hits the present taste.” Thomas J. Barratt "the father of modern advertising”, in 1907!
- 5. 5 Formative influences provided by Kantar Futures. Also note, that Gen Y may also be referred to as Millennials and Gen Z as Centennials and that age definitions may vary slightly. Age breaks reflected in this survey are to ensure global consistency across the 39 countries where this study was fielded. Who is Gen Y?Who is Gen X? Formative influences: • 9/11 and the War on Terror • Environmental uncertainty • Email and increasing digital capabilities Formative influences: • Economic recessions • AIDS epidemic • Introduction of cable TV and PCs Who is Gen Z? Formative influences: • Financial crisis and economic volatility • Political polarization • Specter of terrorism • Mobile from birth; hyper-connected world 35-49 year olds 20-34 year olds 19 years old and under Haile Gebrselassie (1973) Zhao Wei (1976)Sachin Tendulkar (1973) Justin Trudeau (1971) Mark Zuckerberg (1984) Lionel Messi (1987) PewDiePie (1989) Jennifer Lawrence (1990) Simone Biles (1997) Malala Yousafzai (1997) Sasha Obama (2001)James Charles (1999)
- 6. 6 The study comprised three distinct research elements which have been combined in this report. • Conducted in 39 countries. • Average 600 interviews per country. • Total sample size = 23,907 interviews - Gen Z (16-19 year olds) = 7,087 - Gen Y (20-34 year olds) = 8,490 - Gen X (35-49 year olds) = 8,330 QUANTITATIVE • 31 ads tested in 10 countries • Total sample size = 8,986 interviews • Approximately 100 Gen Z, 100 Gen Y, 100 Gen X per ad - (11 TV, 8 Facebook video, 12 YouTube video) AD TESTING • IDEABLOG online forums in 3 countries (US, Germany & China) • 30 participants per country. QUALITATIVE
- 7. GENERATION Z ARE A CHALLENGE Gen Z are hard to engage (more likely to avoid ads), and less accessible via many traditional media. They also refuse to live up to simple stereotypes. 7
- 8. It’s very hard to get Gen Z to engage 8 Q. What actions have you taken to block or avoid ads on your desktop computer/ in your web browser/ on your mobile phone? 52 50 41 16-19 20-34 35-49 Claimed: “Changed settings / installed plug-in / app” Base: Gen Z 7087, Gen Y 8490, Gen Z 8330 Gen Z are more likely to use blocking technology 50 47 38 16-19 20-34 35-49 Claimed: “do something else / look away” Base: Gen Z 7087, Gen Y 8490, Gen Z 8330 Gen Z are more likely to physically avoid ads
- 9. It’s very hard to get Gen Z to engage 9 Q. What actions have you taken to block or avoid ads on your desktop computer/ in your web browser/ on your mobile phone? 9.5 10.9 12.6 16-19 20-34 35-49 Observed: Skip time among skippers (seconds) Based on 12 YouTube ads Gen Z click fast... And they click often... Attitude: “I skip ads whenever I can” Base: Gen Z 7087, Gen Y 8490, Gen Z 8330 56 50 49 Gen Z Gen Y Gen X 47 40 37 Gen Z Gen Y Gen X Desktop: Mobile:
- 10. This often means that even very involving and distinctive ads can engage Gen Z less 10 Geico “Spy” Viewershare 0% 20% 40% 60% 80% 100% Video percentage 0% 20% 40% 60% 80% 100% Gen X Gen Y Gen Z
- 11. Gen Z attitudes can’t easily be stereo- typed… but there are a few attitudes which set them apart 11 XYZ labels signify 90% significant differences Gen Z similar Gen Z Gen Y Gen X I'm very careful with the information I share in social media, I really value my digital privacy 44 Y 41 47 ZY I embrace diversity and individuality 43 YX 40 41 I only enjoy content that feels honest and real 40 Y 37 40 Y Gen Z different I like to have always-on access to music via digital platforms 43 YX 30 X 25 I like to share my activities, interests and hobbies online with my friends 29 YX 24 X 22 Others' opinions of me are as important as my own 27 YX 21 20 I love selfies 23 YX 15 X 9
- 12. 12 MC1AB. Total Hours Watching Television (not Online) MC1AB. Total Hours Reading Magazines (not Online) MC1AB. Total Hours Reading Newspapers (not Online) MC1AB. Total Hours Listening To The Radio (not Online) MC1AB. Total Hours Travelling Or Walking Out And About MC1AB. Total Hours Using The Internet On A Laptop Or PC For Something Other Than Email MC1AB. Total Hours Using The Internet On A Mobile Device For Something Other Than Email XYZ labels signify 90% significant differences Gen Z are more likely to spend time on mobile devices, less likely to spend time with TV and radio One hour or more per day Gen Z Gen Y Gen X Laptop 75 75 78ZY Mobile 74YX 66X 55 TV 51 59 74ZY Outdoor 58X 57X 55 Radio 22 30Z 36ZY Magazines 9 13ZX 11Z Newspapers 8 13Z 12Z
- 13. WHAT THE GENERATIONS THINK OF DIFFERENT AD FORMATS All generations prefer traditional ads. Gen Z are most discriminating: damning of invasive online formats but most positive towards skippable, innovative and interactive formats. 13
- 14. Hierarchy of ad receptivity is similar across generations; all prefer traditional. Gen Z generally less positive. 14 Q: How would you describe your attitude towards each of the following formats of advertising? Base: Without Doesn't know XYZ labels signify 90% significant differences Row Average Higher than row average Lower than row average Stat testing at 90% confidence level: Net +ve % Gen Z Gen Y Gen X Billboard/Outdoor ads 43 44 X 44 Magazine ads 40 44 Z 48 Z Newspaper ads 37 42 Z 46 ZY Cinema ads 34 YX 33 X 29 TV ads 26 33 Z 36 Z Radio ads 16 27 Z 31 Z Product placements in movie or shows 16 X 14 X 10 Direct mail (postal) -1 6 Z 10 Z Online search ads -3 10 ZX 7 Z Online display ads (laptop or PC) -5 4 ZX -1 Online display ads (mobile) -13 -3 ZX -9 Video ads (laptop or PC) -13 -2 ZX -7 Z Video ads (mobile) -19 -8 ZX -14
- 15. Gen Z audiences are receptive to well-designed traditional ad formats. They baulk at invasive digital formats but like innovative approaches. 15 China Germany US Traditional “Ads on billboards are well designed and attractive. It’s a relaxing moment to see these ads while waiting for bus or someone.” “Billboard ads can be quite funny, I like to look at them every now and then. It does not force itself on you. You can just walk past it and if it is interesting you can stop and look at it.” “I feel as though a lot of effort goes in to making [TV ads] exciting and interesting and they generally accomplish their task. I often find myself interested in something on TV purely because of the quality of the ad and not because of the product.” Digital “Ads on video sites are the most disgusting among all. I have watched a 20-min animated video which contains an ad of 120s and one more 20s ad in between. Only registering to be member can skip that.” “Sponsored lenses are fun to play around with and to unwind, pass time” “Even though [mobile rewards] are ad[s] it's still giving you something in return for taking the time out of your day to look at it”
- 16. All generations prefer video formats which provide control; Gen Z are the most discriminating 16 Q: How would you describe your attitude towards each of the following formats of online video advertising? Base: Without Doesn't know XYZ labels signify 90% significant differences Row Average Higher than row average Lower than row average Stat testing at 90% confidence level: Net +ve % Gen Z Gen Y Gen X Mobile app reward 41 YX 32 X 25 Social click-to-play 20 X 19 X 10 Skippable vertical video 18 X 15 X 9 Skippable pre-roll 15 YX 12 X 8 In-banner click-to-play 14 14 12 Skippable mobile app pop-up 5 X 4 X -2 View to play -5 X -3 ZX -12 Social auto-play -22 -15 ZX -22 In-banner auto-play -27 -17 ZX -24 Z Non-skippable pre-roll -36 -26 ZX -32 Mobile app pop-up -42 -31 ZX -39
- 17. Beyond basic information, Gen Z particularly like to interact with campaigns 17 Q: Are you more positive towards ads when you can…? XYZ labels signify 90% significant differences 32 31 28 27 22 20 17 16 14 14 31 25 25 22 23 19 16 15 15 15 35 22 25 17 23 16 12 13 15 11 Types of interactivity: Find out more about the brand (e.g. link to website) Vote for something to happen Choose my favorite among several options Take decisions (about the ending, the story, the characters) Like, share or comment on the ad View supplementary content (e.g. making of, or longer version ) Interact via an assignment (upload a photo, create a video) Contribute (e.g. online forum to discuss issues raised in the ad) Sign up for more content from the brand Join a conversation about the campaign (e.g. via a hashtag) Y Y Y X X X X YX YX X X X X X YZ X Z Z Gen Z Gen Y Gen X Z X
- 18. CREATIVE DEVELOPMENT: WHAT KIND OF ADS DO GEN Z PREFER? Though expressions of it vary across cultures, the same elements are expressed globally: humour, music, design 18
- 19. Humour helps capture and hold attention of Gen Z 19 This ad is cool and fun. It shows that everyone is not perfect either physically or with his character. Everyone can find a boyfriend / girlfriend thanks to Meetic” (female 16-19) Liked: the false notes of the woman who sings. imperfection of man with his socks and his big belly. Liked least: the embrace of women” (male 16-19) 0% 20% 40% 60% 80% 100% Gen Z Gen Y Gen X Viewershare Video percentage 0% 20% 40% 60% 80% 100 % Meetic “Imperfections”
- 20. Music is a defining characteristic of good ads for Gen Z 20 The tone is good, it is dynamic, it is young, he is flamboyant, incredible fiction!!” (male 16-19) The obvious reference to the cult 80s movie ‘Flashdance’ is quite nice because the music is good and the choreography pleasant to watch” (female 35-49) 0% 20% 40% 60% 80% 100% Gen Z Gen Y Gen X Viewershare Video percentage 0% 20% 40% 60% 80% 100% Cillit Bang “Mechanic”
- 21. Design matters more to Gen Z 21 I absolutely loved the ad. The music, the animations, everything is very engaging and loveable, as well as being very different from most of the biscuit commercials out there. I'm not particularly a big fan of Oreo, but this ad even made me want to try it.” (male 16-19) Very cool ad, the cartoon style catches attention, the drawings and music fit well together and are very cute. Congratulations to the brand. A very nice commercial to see.” (female 16-19) 35% 26% 18% 16-19 20-34 35-49 Love it Oreo “Wonderfilled”
- 22. However, age is just one part of the equation. The key is often not age, but attitudes. 22 I LOVE IT. SO BEAUTIFUL TO WATCH IT. A beauty brand making a commercial like that is to get a standing ovation. Congratulations. Besides showing that women are worth more than flowers, it talks about Valentina who is a wonderful woman. It was beautiful, congratulations” (female 16-19) I find this politically correct way of inserting gays in our daily life very boring. Transgenders are not women! Do not put them in the same category. Having this ad on YouTube where the audience is mainly of teenagers is not responsible. They have the right to be what they want to but we should not glamourize it. If everyone becomes gay one day we'll have the end of humanity and L'Oreal won't have any one to sell to” (female 20-34) 35 32 34 43 13 16-19 20-34 35-49 Very open minded Not open minded % Enjoyed it a lot L’Oreal “Transgender” - YouTube
- 23. Implications and recommendations 23 For media planners: • Don’t under-estimate the power of traditional media to reach Gen Z; they are reached by and open to billboards, and they are still more open to TV ads than digital ads, even though they spend more time online. • Stop using invasive, non-skippable online formats which are hated by all generations, especially Gen Z. • Start experimenting with more innovative online formats such as mobile rewards video & sponsored lenses. • For Gen Z, make it mobile(-friendly), make it interactive. For creative developers: • If Gen Z are part of your target audience, pay particular attention to humour, music, and design. • For video, ensure your ad delivers early impact and intrigue to avoid being skipped. • Identify the shared attitudes and values you want to use to connect with people of all ages. To overcome the challenge of engaging across all generations….
- 24. The online deliverable containing free country-level data is here: www.millwardbrown.com/adreaction 24
- 25. Contact us if you need help with the challenges raised by this study 25 Marketer Challenge #1: CREATIVE Developing creative and content that will resonate with different generational audiences RELATED SOLUTIONS: • Pre-Link™ • Link for Digital Portfolio • Link for TV • Link for Video Marketer Challenge #2: MEDIA Executing an efficient media strategy to reach audiences in the right mindset, moment and place RELATED SOLUTIONS: • Connected Life • Brand Lift Insights • CrossMedia
- 26. Engaging across generations Global Webinar Presentation February 2017
Editor's Notes
- Melissa: Welcome and thank you for joining us for this broadcast. My name is Melissa Wilson and we’re really pleased to be sharing with you our latest findings and insight based on this years AdReaction Study from Kantar Millward Brown. A few quick comments – if you experience any connection or audio issues, please try refreshing your browser. Hopefully this resolves things for you and you’ll be able to hear the presenters and view the screen and video which will play. If you have further issues or indeed if you have any questions you’d like to pose, please use the ‘ask a question’ feature and we will endeavour to respond during the call or will follow-up directly after the call. [ADVANCE SLIDE] Speakers for each call noted below: Call 1 = Melissa, Duncan, Daren Slides 1-3 and 24-26 = Melissa Slides 4-17 = Duncan Slides 18-23 = Daren Call 2 = Melissa, Duncan, Joline Slides 1-3 and 24-26 = Melissa Slides 4-17 = Joline Slides 18-23 = Duncan Call 3 = Duncan, Joline, Daren and Melissa [run-through] Slides 1-3 and 24-26 = Melissa Slides 4-10 = Joline Slides 11-17 = Duncan Slides 18-23 = Daren Timing guideline = 1 minute per slide for 26 slides plus 2 ads = 28-29 minutes. *Add notes page commentary based on call 3 [print]
- Melissa: Many of you will be familiar with AdReaction which is a study we’ve been conducting since 2001. The breadth and depth of the study has grown significantly over the year and the topics always evolve to focus on emerging challenges and opportunities you face as marketing experts. You can still find online interactives from our last two studies which focused on Video Creative in a Digital World and Marketing in a Multiscreen world. Keeping with the Digital, Media and Creative theme, this year we’ve explored generational attitudes to advertising with a particular focus on Generation Z. In this presentation, we will share some of the findings but most importantly, what you as marketers can do to connect with this cohort in a meaningful way to help grow your brand. [ADVANCE SLIDE]
- Melissa: The real catalyst for focusing in on this topic and Gen Z in particular was through listening to you – our clients. Through our conversations, questions arose around how these generations differ in terms of attitudes and behaviors, what are the implications of ad formats, receptivity and how do you manage ad avoidance. How should both creative and media planning be managed to most effectively connect with these generation. And with that, I’m pleased to introduce Duncan Southgate, Global Brand Director for our Media & Digital Practice and Daren Poole, Global Brand Director for Creative Development at Kantar Millward Brown to share some of our key findings. [Hand over to Duncan (call 1) / Joline (call 2 and 3) and ADVANCE SLIDE]
- Generations are cohorts of people that move through time together. They’re exposed to the same big events, technologies, and cultural moments. They’re so important for advertising and marketing, because give us indications as to how we must adapt or evolve to stay relevant and connect.
- As Melissa mentioned we studied GenZ is the context of the 2 generations that preceded it GenX and GenY. To really bring each of these generations to life, we consider not just their age band, but their formative influence and some of their standout members. The oldest generation we studied in this year’s AdReaction was Generation X. Generation X are those between the ages of 35 and 49. They were shaped by economic recessions and the AIDS epidemic and you will see the influence of these sobering formative influences in how realistic they can be. A few global members of Gen X are Zhao Wei and Justin Trudeau. From a media and technology perspective GenX is shaped by the introduction of cable TV and PCs. GenY the middle generation in this study is globally between the ages of 20 and 34 years old. They are shaped by 9/11 and the War on Terror, as well as environmental uncertainty. From a media and technology perspective the adoption of email and increasing digital capabilities shaped them. A few global members of this generation are Mark Zuckerberg, Lionel Messi and Jennifer Lawrence. Finally, GenZ the focus of this study refers to audiences 19 years and younger. While we can’t measure this generation in its entirety yet, measuring the early members gives us an indication of what’s to come. We see that they’re shape by not just financial crises but also a more profound political polarization. Standout members of Gen Z are U.S. Olympic Gold Medalist Simone Biles, Malala, and James Charles Youtube star and Covergirls’ first male cover model.
- To understand GenZ and its implications for creative and media, we studied them in a 3 part study. First, we led with a quantitative component that we conducted in 39 countries. This allowed us to identify global trends. On average, we conducted 600 interview per country for a total sample size of over 23,000 interview and over 7,000 GenZ interviews. We then dove deeper with a 10 country ad test to understand the types of advertising that resonated the most with Gen Z. In the ad test we had a total sample size of over 8,000 respondents. Finally, to add context to these results, we conducted a qualitative component in 3 countries – China, the U.S. and Germany to get more personal stories not just about behaviors and attitudes but also about expectations for advertising.
- So to begin, Generation Z is a challenge for marketers. They are harder to engage and they’re less accessible on traditional media channels.
- Gens Z and Y are more likely to turn to technology to help them avoid digital ads, more likely to use physical approaches. Gen X use these approaches too, but they are generally a bit more accepting of ads, and less interested in digital ad avoidance techniques. 52% of Gen Z state that they have changed settings or installed plug-ins to avoid ads and 50% say they will look away to avoid ads – for both measures, the highest of all 3 generations studied.
- Gen Z are also more likely to take advantage of ads which give them control. Gen Z on average skipped ads after 9.5 seconds compared to 10.9 seconds for Gen Y and 12.6 seconds for Gen X. They were also the most likely to agree that they skip ads whenever they can on both desktop and mobile.
- For individual ads, this often results in engagement graphs which look like this. We tested this Geico ad in the US as a Facebook auto play ad. It’s an engaging and funny spy movie spoof, where our all action hero is busy being chased by baddies when he is interrupted by an untimely phone call from his Mum. Overall, the ad scored great: INVOLVEMENT 98th percentile DISTINCTIVE 69th percentile. However, far fewer of Gen Z watched to the end. In this case, this seems to be driven by scenario relevance. This particular ad is not speaking to a Gen Z perspective; they are less likely to have left home and less likely to get the ‘mum calling at inconvenient times’ joke. Note, this is NOT because Gen Z take radically different things away from ads. Once they have seen an ad, they respond similarly. So the challenge is simply getting them to engage and stick with ads in the first place. Given this challenge, let’s look at who they are, how that ties into their media preferences, and what creative needs to do differently.
- So, to help us overcome this engagement challenge, let’s first see if we can understand a little about Gen Z’s attitudes to life. The problem here is that Gen Z around the world can’t easily be stereotyped. In many respects, their attitudes are similar to older generations. For example, we had seen research claiming that honest and real content is especially important to them – but globally it’s not much more important than it is to others. (it is more important to Gen Z in some countries like the US, but honesty is more important to Gen X in other countries such as Brazil) Globally, there is also only limited evidence that they value privacy more than Millennials, or are more likely to embrace diversity. The most clear attitudinal differences are that Gen Z are significantly more passionate about music, more social online, and still influenced by others’ opinions. On the whole, these differences are fairly consistent around the world.
- Now, to further help us overcome the engagement challenge, let’s understand where Gen Z are spending most of their time. In absolute terms, all generations can be most easily reached on digital devices and via TV and billboards. However, as we might have expected, Gen Z media usage skews much higher on mobile and much lower on TV, radio and print. Meanwhile, Gen X consumes more traditional media like TV and radio, and spends relatively less time on mobiles. Outdoor ads are the equal opportunities media, with similar exposure levels across all generations. The clear implication here is that brands targeting younger consumers need to start figuring out ways to engage with them via mobile devices. The problem, as we’re about to see, is that this is easier said than done.
- In this next section we’ll explore attitudes to different advertising formats. Overall, the headline here is that while all generations prefer traditional ads, Generation Z is the most discriminating and damming of invasive online formats that take away skippability or control.
- There’s a lot of figures on this page, so let’s take this step by step. Firstly, looking at the row order, you can see that the overall hierarchy of ad formats is fairly consistent across generations. All generations tend to be more positive towards traditional formats such as billboards and print ads. And all generations are more negative towards digital formats, especially mobile, and especially video. Next, looking across the columns, the color coding tells us that Gen Z are less favorable than other generations to most online and offline ad formats, with the only exceptions being billboards, cinema ads and product placement. Despite spending more time online via mobiles, Gen Z are even less positive towards online and mobile ads. Moving across to the centre column we see that Gen Y are the most accepting of digital ads, but really they are just the least negative towards these formats. Finally, on the right, we see that Gen X are most positive towards traditional ads, especially print, TV and radio. Of note is that these trends apply in most countries around the world with relatively few exceptions.
- To better understand these figures, let’s now hear from Gen Z in their own words. Across all channels, Gen Z audiences are constantly making decisions about whether to avoid or engage with all of the advertising that confronts them. Though there can be nuances country-to-country, Gen Z audiences are globally consistent in their desire for engaging and relevant content across all channels. In China intrusiveness can be a key factor. More passive ads like billboards can be appreciated because they remain in the background and don’t interrupt whereas video ads that lack skippability (as most video ads in China do) are received very poorly by Gen Z. German Gen Z’ers share a similar preference for the unobtrusive nature of billboard ads but can also be very open to emerging formats like sponsored lenses that allow for play and creativity. In the US, Gen Z’ers appreciate they strong creative quality of TV ads and the reciprocity of mobile reward videos.
- Returning to our quant data, we see that our US Gen Z forum member is not alone; mobile rewards video is the most popular of all online video formats. We also see that there is huge variation between receptivity to the different video formats, and it is the invasive formats (non-skippable pre-rolls and pop-ups) which are dragging down online video’s overall reputation. Comparing across generations we see that Gen Z are most discriminating: even more positive towards formats which provide control or offer rewards, but also more damning of invasive formats which do not. Gen Y tend to a bit less negative towards the more intrusive formats (but even they are not fans). Gen X are less positive towards most video formats. Again, most of these trends are globally consistent.
- The final learning point in our media section is that interactivity can help overcome lower engagement and receptivity, especially among Gen Z. Gen Z prefer those ads that allow them to co- create or to see what happens after they make any decision. In contrast, Gen X has a more basic preference for ads that simply provide a link to more information about the brand. They are less captivated by interactivity and somewhat less likely to engage in debate or conversation. Now I’ll hand over to Daren (sessions 1 & 3)/ Duncan (session 2) for the creative section.
- Thanks, Duncan [sessions 1 and 3] Joline [session 2]. So we’ve heard about gen Z’s attitudes to life in general and to media and advertising. Their propensity to block advertising means that creative has to work even harder than with other generations in order to be received. When we ask directly about what devices make them more likely to pay attention to online ads, humour, music and design stand out over other devices. This was borne out in the copytesting part of AdReaction.
- An ad for French online dating site Meetic engages gen Z well, through successful use of light and authentic humour along with a style and tone of voice that they can relate to. In the ad, we see people with imperfections – a guy who wears socks in bed, a woman who sings badly in the shower, another is untidy. While a chanted choral version of ‘Teenage dirtbag’ play, we hear that if you don’t love your imperfections, someone else with love them for you. As you can see from the viewing retention data in the middle of the page here, Gen Z, shown by the green line, has the highest levels of viewing to completion, driven by scenario relevance and an acceptance of online dating. The ad speaks well to their perspective. As we heard earlier, age is no guarantee of greater tolerance around social issues. Two girls kiss towards the end of the ad, and as the verbatim towards the bottom left shows, this is not universally appreciated by gen Z.
- Some of the ads that we tested did manage to appeal to all generations Cillit Bang’s “Mechanic” which is a high-energy, dancing, product-usage demo, set to ‘Maniac’ from the movie Flashdance, was in the top ten percent of ads we’ve tested in France in terms of enjoyment and engagement. More than half of gen Z say that music is likely to make them stick with ads, and we’ve seen that they want permanent access to music… and so this ad delivers for them. It’s interesting to see that Gen X also likes the music, but some of their engagement is also coming from recall of the original Flashdance.
- A third characteristic called out by gen Z as helping to prevent them from skipping is a strong element of design. This, along with music and gentle humour come together in Oreo’s “wonderfilled” which was modified for use in Brazil in 2016. PLAY AD You may recognise the ad from other markets. In Brazil, as you can see, 35% of Gen Z said that they love the ad, calling out the bold and distinctive stylised animation as well the music – the original version of which was created by Owl City especially for the brand.
- When we’re thinking about creative to appeal to Gen Z, age isn’t the only consideration. You can’t assume that all Gen Z think alike. Let’s take a look at another ad from Brazil, this time for L’Oreal. PLAY AD As you can see in the middle of the slide here, gen Z does like the ad most – the top left verbatim says that the beauty brand deserves a standing ovation for making an ad like that. Gen Z doesn’t like the ad significantly more than other generations though. We actually see that engagement is highest among those who are open minded about LGBT issues – our second verbatim here illustrates the type of response we saw from those who find the creative approach irresponsible. We observed this most prominently in ads tackling issues such as discrimination and gender equality, or breaking cultural taboos such as swearing. But the point is a wider one: we need to understand the attitudes of the Gen Zs that we want to talk to.
- Those, then, are the highlights of AdReaction Gen X, Y and Z. There are a number of implication for brands as they seek engagement across generations For media planners, the first is that Gen Z isn’t purely digital: they see and are open to outdoor content and they are actually more open to TV ads than digital ads, despite being the most connected generation. We’ve said this before, but this year’s study emphasised that invasive and non-skippable digital format are very much disliked, and can be harmful for brands, particularly among gen Z. The same gen Zs love interacting with media – so we recommend that experimentation with formats such as mobile video rewards and sponsored lenses. And of course, everything needs to be mobile-friendly. On the creative side, we saw the importance to gen Z of strong design, of humour, and especially of music. Particular attention needs be paid to these elements. Because they skip often and early, the first few second of video are critical for creating impact and intrigue for viewing to completion. And finally, you can’t put assume that everyone of the same generation thinks alike. Understanding your target audience’s attitudes and values is important today as it ever was. (hand back to Melissa)
- Melissa: What we’ve taken you though today is really a whistle stop tour through some of the top-level findings from a global perspective. Now if you haven’t already visited the online interactive website, please do so. The information is freely available for your to explore, globally and also by individual country. There is a more detailed global report which can be downloaded for free and we will also follow-up with a great infographic that summarizes some of the key implications and recommendations. This sessions has been recorded and can be accessed via the same link used to log-on. You’re welcome to share this with colleagues who might find the content of interest. [ADVANCE SCREEN]
- Melissa: Finally, while all of this information is readily available online, please don’t ever hesitate to reach out to your local client service director or if you don’t have one, drop us a query online and we will get back to you. Our ultimate goal is to share valuable insight and partner with you to identify ways of strengthening creative and media strategies that will help grow your brand. [ADVANC E SLIDE]
- Thank you again for joining us today.