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Gen X, Y and Z
Creative development:
improving engagement Components of
There are four main success
elements to engaging Creative response
Gen Z successfully across generations
Page 12 Page 17
2 AdReaction
SUMMARY
Gen Z will have an immediate impact on few clear windows of opportunity to
how the marketing landscape develops. exploit. Gen Z prefer short content and Gen Z are significantly
Understanding these post-millennials they want the opportunity to interact more likely to skip ads
will therefore impact all brands, not just with ads, and to receive rewards for
those targeting young consumers. their engagement. They are more open
to ads during the day, and to ads in
The first important finding from movie and music contexts.
this study is that developing Gen Z have different passion points
AdReaction Gen X, Y and Z identifies makes them tick, what matters the advertising that works across all when it comes to creative content.
both similarities and differences most to them, and how and when to generations is tough Two of the best ways to engage them
between the generations communicate with them. People who are through music and humour. They
work in the marketing industry are It's particularly tricky to get Gen Z also expect a strong and inventive
GENERATIONS
WORKING GEN Z GEN Y GEN X
(PART/FULL TIME)
CHIEF SHOPPER
Characteristics that make Gen Z quarter say they aren’t very busy.
different Although their lifestyle is
13% 20% 22%
unsurprisingly different, it’s short-
Every time I have any I´m very careful with I embrace diversity I only enjoy content that I like to keep myself I prefer to travel and
kind of query I just the information I share and individuality feels honest and real busy doing many things enjoy life instead of
Google it in social media, I really at the same time putting my money in a
value my digital privacy bank account
many of Gen Z’s attitudes 54% 51% 47% 44% 41% 43% 40% 40% 31% 34% 29% 29%
ATTITUDES BY GENERATION
I like to share
I like to have my activities, I feel that others' Passion for music, online
always-on access interests and opinions of me socialization and the
opinions of others are all
to music via hobbies online are as important more important to Gen Z
digital platforms with friends as my own I love selfies
Personal
I'm focused on I want a job with I'm convinced My job represents Gen Z display more
ambition in terms of
achieving my the opportunity to that a good CV/ an important part achieving their goals
personal goals grow quickly résumé opens the of my personality
door for good jobs
Work
GEN Z
China US 63% 66% 36% 17% 24%
(16–19)
The AdReaction research shows that over half of Gen X. Their lives are more USE MOBILE FOR ONE HOUR OR MORE PER DAY
there are true generational differences in a bound to their mobile phones and the
GEN Z GEN Y GEN X
variety of lifestyle factors – music being the importance continues to grow. One
most important. 43 percent of Gen Z are US participant called their phone their Gen Z are more tied to
passionate about music –almost double “lifeline… it’s basically everything I need
their mobile phones
the number of Gen X – and say they like to to keep up on social, educational and
have always-on access to music via digital environmental cues”, while a Gen Z-er
platforms. Gen Z also have a more varied from China said: “It’s like a 24-hour
and prolific social media presence, and service robot of my own”.
are more likely to be using social platforms Aside from social media attitudes,
beyond Facebook, particularly Instagram, Gen Z also display far more ambition in
YouTube and Snapchat. terms of achieving their personal goals
In part because Gen Z access social and are determined to find employment
media more frequently, they spend more that rewards those goals quickly.
time on mobile devices. Three quarters
of Gen Z spend at least an hour a day
on mobile devices, compared with just
Generations X, Y and Z all prefer China report that outdoor ads can be
traditional advertising to online “relaxing”, while those in the US prefer
TV ads because they are “not just things
Higher than other generations Same as other generations Lower than other generations NET +VE %
Germany
Online Online Online
Ads can at times be overtailored: Direct search display display ads Video Video
“You look something up on the web mail ads ads (mobile) (laptop or PC) (mobile)
and then you see the respective ad
on Facebook“.
US
Higher than other generations Same as other generations Lower than other generations NET +VE %
View to play Social auto-play In-banner auto-play Non-skippable pre-roll Mobile app pop-up
Mobile app reward Social click-to-play Skippable vertical video Skippable pre-roll In-banner Skippable mobile
click-to-play app pop-up
When it comes to online video,
Gen Z are the most discriminating
RECEPTIVITY
POSITIVITY TO ADS 10 SECONDS OR LESS
GEN Z
GEN Y
GEN X
37% 34% 33%
30%
29%
How advertisers can improve
27%
openness to ads
24%
24% 24%
Timing is everything
21% Targeting people at certain times
21%
of the day can improve marketing messages. However, while people – Gen
18% receptivity. Our data shows that Gen Z included – will always say they want
16% 17% Z are more receptive to ads during the ads to be shorter, there is no reason
16% 16%
afternoon when others may be at work. that brands can’t create longer-form
15% 15%
But in the evening they are slightly less content if it’s relevant, engaging and
12%
open to ads than Gens Y and X. inspiring. Brands like Red Bull, Coke and
11%
10% Gen Z are particularly likely to want Dove have proved this time and again.
10%
their ads short – ideally less than 10
8%
seconds. This should prompt marketers Interactivity matters
7%
targeting Gen Z to consider how they Gen Z are also more likely to
can distil their ads into bite-sized demand opportunities to interact
with ads. They want to feel part of
campaigns, and the ability to make
collaborative decisions appeals to
them, whether that means voting for
something to happen or taking some
6am to 9am 9am to 12 noon 12 noon to 3pm 3pm to 6pm 6pm to 9pm 9pm to 12 midnight 12 midnight to 6am kind of action.
10 AdReaction
Gen Z’s desire for greater control So how should brands engage POSITIVITY TOWARDS ADS YOU CAN…
also extends to regulating their Gen Z? Buying more non-skippable
GEN Z GEN Y GEN X
exposure to content and deciding what content and removing their control is
they want to watch. We saw earlier not a recommended option. It’s likely
that Gen Z are much less positive to result in a backlash, both to the
towards invasive ad formats. This is individual advertiser and ultimately
confirmed, as they are likewise much to the entire industry when this
more positive to ads when given the frustration results in more people
option to skip or close. installing ad-blocking software. Given 31%
The real problem for marketers is that this, the only real way forward is for
28%
Gen Z not only want to have this skipping brands to create content that will stop 27%
option – they are also more likely to use Gen Z in their tracks.
it. Not only are they more likely to claim 25% 25% 22%
they skip ads whenever they can (both
on desktop and mobile), our behavioural
25%
measurement from ad testing also 25%
POSITIVITY TOWARDS ADS YOU CAN…
shows that among those people that do
17%
skip, Gen Z skip faster: on average three 17%
GEN Z 16%
seconds faster per ad than Gen X. Skip
GEN Y
This often means that even very
GEN X 12%
distinctive and involving ads may be
less effective in engaging Gen Z. As part
of the AdReaction research, we tested
a successful ad for GEICO Insurance. Close
69%
This is a dynamic, funny, James Bond-
esque spy parody where the action hero Vote for something Choose your Take decisions Interact via an
to happen favorite among assignment
is interrupted by a call from his mom. several options
Attitudinal ad testing results show that
the ad is in the top three percent of
all ads tested on involvement, and in 60%
the top third of all ads on difference. 48%
However, our ad testing behavioural
measurement from within the YouTube GEN Z PREFER ADS IN MUSIC AND MOVIE CONTEXTS
context shows that Gen Z are much
more likely to skip away. GEN Z GEN Y GEN X
Music
to look at an ad, they tend to respond 32%
similarly. Aggregate ad testing results 28%
across all ads within this research show
very small differences. Gen Z responses
are just slightly lower on enjoyment, 34%
38%
branding, difference and meeting needs.
Movies
33%
29%
11 AdReaction
ENGAGING GEN Z
EVEN VERY DISTINCTIVE AND INVOLVING ADS CAN ENGAGE GEN Z LESS
IS DIFFICULT
Distinctive: 69th percentile
100%
50%
GEN Z GEN Y GEN X
(16–19) (20–34) (35–49)
BUT THIS ISN’T BECAUSE GEN Z TAKE DIFFERENT THINGS AWAY FROM ADS. ONCE THEY HAVE SEEN AN AD, GEN X, Y AND Z RESPOND SIMILARLY
Based on 31 TV/ Facebook/YouTube ads
And they click often... GEN Z GEN Y GEN X Mean % across all ads tested
Attitude: "I skip ads whenever I can”
CREATIVE
DEVELOPMENT: GEN Z PARTICULARLY VALUE HUMOUR, MUSIC, DESIGN AND CELEBRITIES IN ADVERTISING
IMPROVING
GEN Z GEN Y GEN X
ENGAGEMENT 65 61
56 45
22
that people value most in meaningful
and impactful advertising. For instance,
14
a majority of AdReaction respondents
18
want ads to make them laugh. This is
9
common among all ages, but especially
true of Gen Z. The primary features that
are particularly important to Gen Z are:
Features an online/
Features a famous celebrity
Design
Is funny or humourous
60
to demand that the content they
consume is matched by “good” music
and humour they identify with.
• Design: Gen Z appreciate great humour in
14
46
design more than older generations,
advertising is
18
24
whether it’s contained within display
or video advertising formats. the primary
• Celebrity: the presence of famous
people in ads is less of a priority
way to prevent
overall, but is more important to people,
Gen Z than older generations. Gen Z
are more likely to enjoy ads featuring
especially Gen
both mainstream and internet Z, from avoiding
celebrities – bloggers and vloggers
who have achieved fame on social
ads and shifting
media channels. their attention
13 AdReaction
Design
Gen Z have a sophisticated level of
visual discernment. Advertising isn’t
simply important for what it says but
for how it is presented – particularly in
terms of visual qualities.
Gen Z tend to find TV commercials
and cinema ads to be of the highest
visual quality. But they also appreciate
when digital ads have a strong visual
aesthetic and when brands use new
USA, Coca-Cola immersive formats to enhance the
visual experience such as virtual and
augmented reality.
This 360º video ad
is described by Gen
Z audiences as Germany, Esprit
“innovative” and
“engaging” “Ads with a nice design
help make understanding
the ad easier. This ad with
the clear background
does not distract in any
way and the clothes are
Germany, Pandora the focus”
Humour
The AdReaction Gen X, Y and Z study
confirms research from the previous
AdReaction Video study, which showed
that humour in advertising is the primary
way to prevent people, especially Gen
Z, from avoiding ads and shifting their
attention to something else. Certainly,
different kinds of humour appeal in US
different cultures so it’s important for
Here the type of celebrities
marketers to be sympathetic to cultural that interest Gen Z varies. But
nuances when developing creative. Gen Z are acutely sensitive to
Nevertheless, some material has been the difference between paid
endorsements (when celebrities
universally successful. Interesting comedic don’t use the product) and
plots can capture and hold the attention celebrities who actually use the
of Gen Z audiences. One consumer in product, which can often better
China cited a funny McDonald’s ad that Germany, fruit2go be expressed in narratives and
tutorials.
featured characters from the Despicable
Me movie. This campaign also ran in other
markets including the US and India. Gen “It’s crazy and funny – you Germany
Z also seem to like wacky ads like the just have to look at it˝
fruit2go campaign in Germany. Celebrities described as
aspirational and glamorous can
increase the credibility of the
Celebrity ad (“those who have a nice life,
Although celebrity doesn’t have a strong expensive products and the latest
phone, clothes, car or technology
overall influence on receptivity, the right
just embody brands”). However,
celebrity, used in the right way, can it is most important that the
undoubtedly be a powerful brand asset. celebrity is authentic: they need
to fit the brand/product and
But Kantar Millward Brown ad testing
convey credibly that they would
research has shown that using a celebrity
does not guarantee effective advertising;
China, McDonald's use this brand (“Heidi Klum in
the McDonald's ad looked just
ads, our Gen Z research participants weird”).
overall, there’s very little difference
between the performance of ads with
celebrities versus those without. Whether
“[When ads are expressed a preference for those who
promote a strong personality and
a celebrity is right for a brand depends on funny] they make me character. In Germany, the preference China
whether they are known and liked, and
forget about skipping is for celebrities who are described as
what they stand for among the target aspirational, glamorous and, crucially, Featuring a celebrity in an
audience. This assessment becomes the ad” authentic. In the US, the type of
ad is described as “almost a
norm”. Pop stars (particularly
particularly important for brands celebrities that interest Gen Z varies. K-Pop and music reality
targeting Gen Z, given they are more likely But Gen Z-ers are acutely sensitive contestants), athletes (national
and international), bloggers
than older people to appreciate ads with to the difference between a paid
and successful businesspeople
celebrities. endorsement (when celebrities don’t or public figures appeal to Gen
Celebrities that resonate most use the product) and celebrities who Z audiences. The personality
and character of the celebrities
strongly differ according to global actually use the product, which can
featured is of particular
cultures. In China, for instance, though often better be expressed in narratives importance.
all kinds of celebrities are used in and tutorials.
17 AdReaction
COMPONENTS
APPEALING TO GEN Z: CREATIVE STYLE AND TONE
OF SUCCESS 100%
VIEWER SHARE
strategy, but not the only consideration
50%
Style and tone APPEALING ACROSS GENERATIONS: SOME ADS PULL IT OFF
Among the few ads that engaged and appealed more
strongly to Gen Z, style and tone of voice appear to GEN Z GEN Y GEN X Cillit Bang – YouTube 90 sec
be critical to their success. This was exemplified by
an ad for online dating company Meetic in France,
100%
which shows a series of people learning to love their
imperfections.
Of course, the dating category may be particularly
appealing to Gen Z, but the characters featured in the
ad were certainly not all in the Gen Z age group. It is
clear from their responses that it is the way the story
is told that generated the strong Gen Z engagement.
VIEWER SHARE
One teenage girl said: “This ad is cool and fun. It shows
that everyone is not perfect either physically or with 50%
0%
0% 50% 100%
% OF AD WATCHED
18 AdReaction
LOVE IT
Brazil
ENJOYED
IT A LOT
Attitudes
Finally, it is important to note that
attempting to appeal across generations
is only one consideration for creative
GEN Z 35%
development. In the same way that no
individual can be defined by their age, no
ad can be judged on how well it extends
its appeal across generations. For many 32% GEN Y
CONCLUSION
Z spend more time online than on TV,
they are still more open to TV ads than brands clearly need to stop using
digital ads. And outdoor ads are also still invasive, non-skippable online video
powerful tools to gain their attention.
Brands do need to stop using formats – all generations hate these
invasive, non-skippable online video
formats – all generations dislike these,
www.millwardbrown.com