Generation Z (16-19 years old) is the most difficult generation for marketers to reach and engage. This is what a recent study by Kantar Millwar Brown indicates. The study was carried out in around forty countries, with nearly 25,000 people from 3 different generations: Generation X (35-49 years old); Generation Y (20-34 years old) and Generation Z (16-19 years old). Zs are particularly demanding, difficult and show a deep aversion to publicity in general. Online in particular, they are significantly more inclined to “skip” the ad.

Their boredom threshold is very different from other generations. In particular, they Email Data don't like invasive formats, online interruptions and mobile formats. Paradoxically, they are less resistant than their elders to advertising in traditional media. What is your attitude towards these advertising formats? The worst for them, beyond the different digital advertising formats, are all the formats where we lose control of our experience: video ads that we cannot “skip” or mobile pop-ups for example.



What is your attitude towards these online video advertising formats? So what branded digital content formats are right for Zs? Tutorials. Social networks. Sponsored events. Advertorials. Sponsored content in general. The formats they have control over: skip or mute. They are not as interested in ads with stars or new technologies (augmented reality), but more receptive to ads that tell interesting, humorous stories and with good sound. What has a positive impact on advertising.