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.
If businesses are still focused on mastering communication with the Millennials, they will fast fall behind. Because Generation Z is already forming brand preferences, spending their allowances, and becoming entrepreneurs.
I was sifting through some old files of mine and found this guidebook I put together for my junior planners when I was still working in Korea.
The presentation deck might be a bit old (it's in 4:3 format), and slightly more tailored to how I saw the state of strategy & planning in Korea, but a lot of its content should still hold true today.
Hope you enjoy the read!
Advertising agency Wieden+Kennedy's exceptionally well-written creative brief for Miller High Life. Insightful+Inspired. Courtesy of Sarah Thompson (now CEO, Droga5).
If businesses are still focused on mastering communication with the Millennials, they will fast fall behind. Because Generation Z is already forming brand preferences, spending their allowances, and becoming entrepreneurs.
I was sifting through some old files of mine and found this guidebook I put together for my junior planners when I was still working in Korea.
The presentation deck might be a bit old (it's in 4:3 format), and slightly more tailored to how I saw the state of strategy & planning in Korea, but a lot of its content should still hold true today.
Hope you enjoy the read!
Advertising agency Wieden+Kennedy's exceptionally well-written creative brief for Miller High Life. Insightful+Inspired. Courtesy of Sarah Thompson (now CEO, Droga5).
50 planners to watch in 2014 - The Planning SalonJulian Cole
Twitter list of the 50 Planners - https://twitter.com/emma_hines/top-50-planners/members
thanks @emma_hines and @E_for_M
50 planners to watch in 2014 was picked by The Planning Salon.The list is a mix of the top planning talent from across the globe as well as the next generation of planners. The list has diverse mix of planners from big markets like London and New York to emerging markets like Athens and Cape Town.
The Planning Salon is a platform for all planners around the world to meet and learn from our industry's greatest minds. It was started in 2013 to showcase some of the biggest stars of the industry, guests such as Gareth Kay, Rob Campbell and Heather LeFevre. Check out the interviews here; http://theplanningsalon.com/
The attention of the consumer has changed, so why hasn't the attention of the marketers? Learn to communicate with your consumers like the year that it actually is...
Learn more about "The Science of Memorable Presentations" by checking out the Ethos3 blog post on this topic: http://ethr.ee/1ULMrxy
Ethos3 is a presentation design agency with premier PowerPoint and presentation designers. We can create the perfect presentation for you: www.ethos3.com
If you need help creating professional presentations, email us at: info@ethos3.com
The Great State of Design with CSS Grid Layout and FriendsStacy Kvernmo
For far too long we've been forced to reuse layout patterns that have worked in the past, creating a web full of sites that all look the same. Narrow timelines, browser support restrictions and lack of a true grid system have led us to create work that is "good enough".
I've spent years exploring how we can make the web a more unique space. With some of the newer CSS techniques available, we can start to make more creative designs. CSS Grid Layout is on the horizon and will play a major role in the design of our sites. Finally having a true, 2 dimensional grid will give our layouts much more flexibility and it is on us to explore the possibilities.
This talk was presented at CSS Day 2016.
The power of brand storytelling [research]Headstream
Whilst brand storytelling is certainly alive and well, and increasingly being used by brands as a marketing activity, a Google search quickly reveals how many different definitions there are on the subject.
We therefore commissioned this in-depth research to gain a better understanding of what brand storytelling means from a consumer's perspective.
Jonathan Lee, Managing Director, Brand Strategy, and Ken Allard, Managing Director, Business Strategy at HUGE, gave this presentation at "Ambidexterity 2," the VCU Brandcenter's Executive Education program for account planning on June 24th at the VCU Brandcenter in Richmond, VA.
If your voice guidelines are just six adjectives in the brand book you're not alone, but you’re missing a big opportunity.
Your voice has a huge role to play in conveying what you stand for and communicating with your audience. It isn’t just about brand, marketing, or the emotional side of things. It’s also about the rational: if you’re trying to create a great product or service, voice has an impact on your user experience too.
It’s time to give your voice more consideration and your writers better guidance. In this webinar you’ll learn about what makes a good voice, and how to create guidelines your colleagues will actually use. You’ll also hear a case study from Samaritans on how they created and rolled out a refreshed brand voice.
20 Ideas for your Website Homepage ContentBarry Feldman
Perplexed about what to put on your website home? Every company deals with this tough challenge. The 20 ideas in this presentation should give you a strong starting point.
The Birth Of A Grand Strategist By Waqar RiazWaqar Riaz
This journey is to learn about and understand models and ideas that are great enough to trigger our thinking, and may help us to imagine what is possible with what we have.
This effort has been exerted in an attempt to understand the grand concepts of planning and how it can help to strengthen the future for brands, people and communication companies.
Useful Thoughts From Advertising MentorsVishal Ostwal
I read Praveen Vaidyanathan's tweets a while ago in which he had shared some of the most useful thoughts from his mentors.
All of them inspired me and I felt like the words should reach more people. So I put them together in the following deck.
You'll love them.
They're pure gold.
#Advertising
How to Use Social Media to Influence the WorldSean Si
Here's the deck to my talk for the 23rd ASA Congress which was at The Grand Ballroom of Marriott Hotel. It was an awesome experience and I only had two points:
1) Use social media for good and
2) You have to have authority to use social media influentially.
My company: https://seo-hacker.net
LEGO® Serious Play®. How To Solve Your Business Challenges PlayfullyMichael Tarnowski
LEGO® Serious Play® (LSP) is a structured and facilitated workshop method for strategic decision making and problem resolution in business environments.
LSP answers questions rephrasing the business topics. The models built and their stories shared by the builders are the answers. LSP is a playful and still serious way to create new insights and to develop innovative ideas.
50 planners to watch in 2014 - The Planning SalonJulian Cole
Twitter list of the 50 Planners - https://twitter.com/emma_hines/top-50-planners/members
thanks @emma_hines and @E_for_M
50 planners to watch in 2014 was picked by The Planning Salon.The list is a mix of the top planning talent from across the globe as well as the next generation of planners. The list has diverse mix of planners from big markets like London and New York to emerging markets like Athens and Cape Town.
The Planning Salon is a platform for all planners around the world to meet and learn from our industry's greatest minds. It was started in 2013 to showcase some of the biggest stars of the industry, guests such as Gareth Kay, Rob Campbell and Heather LeFevre. Check out the interviews here; http://theplanningsalon.com/
The attention of the consumer has changed, so why hasn't the attention of the marketers? Learn to communicate with your consumers like the year that it actually is...
Learn more about "The Science of Memorable Presentations" by checking out the Ethos3 blog post on this topic: http://ethr.ee/1ULMrxy
Ethos3 is a presentation design agency with premier PowerPoint and presentation designers. We can create the perfect presentation for you: www.ethos3.com
If you need help creating professional presentations, email us at: info@ethos3.com
The Great State of Design with CSS Grid Layout and FriendsStacy Kvernmo
For far too long we've been forced to reuse layout patterns that have worked in the past, creating a web full of sites that all look the same. Narrow timelines, browser support restrictions and lack of a true grid system have led us to create work that is "good enough".
I've spent years exploring how we can make the web a more unique space. With some of the newer CSS techniques available, we can start to make more creative designs. CSS Grid Layout is on the horizon and will play a major role in the design of our sites. Finally having a true, 2 dimensional grid will give our layouts much more flexibility and it is on us to explore the possibilities.
This talk was presented at CSS Day 2016.
The power of brand storytelling [research]Headstream
Whilst brand storytelling is certainly alive and well, and increasingly being used by brands as a marketing activity, a Google search quickly reveals how many different definitions there are on the subject.
We therefore commissioned this in-depth research to gain a better understanding of what brand storytelling means from a consumer's perspective.
Jonathan Lee, Managing Director, Brand Strategy, and Ken Allard, Managing Director, Business Strategy at HUGE, gave this presentation at "Ambidexterity 2," the VCU Brandcenter's Executive Education program for account planning on June 24th at the VCU Brandcenter in Richmond, VA.
If your voice guidelines are just six adjectives in the brand book you're not alone, but you’re missing a big opportunity.
Your voice has a huge role to play in conveying what you stand for and communicating with your audience. It isn’t just about brand, marketing, or the emotional side of things. It’s also about the rational: if you’re trying to create a great product or service, voice has an impact on your user experience too.
It’s time to give your voice more consideration and your writers better guidance. In this webinar you’ll learn about what makes a good voice, and how to create guidelines your colleagues will actually use. You’ll also hear a case study from Samaritans on how they created and rolled out a refreshed brand voice.
20 Ideas for your Website Homepage ContentBarry Feldman
Perplexed about what to put on your website home? Every company deals with this tough challenge. The 20 ideas in this presentation should give you a strong starting point.
The Birth Of A Grand Strategist By Waqar RiazWaqar Riaz
This journey is to learn about and understand models and ideas that are great enough to trigger our thinking, and may help us to imagine what is possible with what we have.
This effort has been exerted in an attempt to understand the grand concepts of planning and how it can help to strengthen the future for brands, people and communication companies.
Useful Thoughts From Advertising MentorsVishal Ostwal
I read Praveen Vaidyanathan's tweets a while ago in which he had shared some of the most useful thoughts from his mentors.
All of them inspired me and I felt like the words should reach more people. So I put them together in the following deck.
You'll love them.
They're pure gold.
#Advertising
How to Use Social Media to Influence the WorldSean Si
Here's the deck to my talk for the 23rd ASA Congress which was at The Grand Ballroom of Marriott Hotel. It was an awesome experience and I only had two points:
1) Use social media for good and
2) You have to have authority to use social media influentially.
My company: https://seo-hacker.net
LEGO® Serious Play®. How To Solve Your Business Challenges PlayfullyMichael Tarnowski
LEGO® Serious Play® (LSP) is a structured and facilitated workshop method for strategic decision making and problem resolution in business environments.
LSP answers questions rephrasing the business topics. The models built and their stories shared by the builders are the answers. LSP is a playful and still serious way to create new insights and to develop innovative ideas.
Reference: Millward Brown | AD Reaction Video | Global Digital Strategist
Millward Brown’s AdReaction Video study explored how, where, and why multiscreen users in 42 countries are viewing video, and what marketers need to know to create video that is effective across screens. We have interviewed over 13 500 multiscreen users (ages 16-45 who own or have access to a TV and a smartphone or tablet). We also tested 20 Tv ads in 8 countries across TV, digital and mobile platforms.
#ADReaction
Millward Brown Research: AdReaction: Video Creative in a Digital WorldIAB Europe
AdReaction studies have been conducted since 2001, delivering insights on consumers' perceptions of advertising, particularly digital formats.
AdReaction: Video Creative in a Digital World addresses key questions facing marketers, including:
• How are videos viewed by screen – and for how long?
• What do people think of video ads by screen?
• How can I create ads that consumers won’t skip?
We surveyed, via smartphone or tablet, more than 13,500 16-45 year old multiscreen users across 42 countries. Multiscreen users were defined as people who own, or have access to, a TV and a smartphone and/or a tablet. We also conducted parallel copy testing for 20 ads in eight countries, across TV, online video and mobile video ad formats, interviewing more than 10,000 consumers.
This report summarizes overall global learning. For data by country, please visit www.millwardbrown.com/adreaction
Millward Brown AdReaction: Video Creative in a Digital World Global ReportKantar
Millward Brown's AdReaction Video explores how, where and why multiscreen users in 42 countries are viewing video, and what marketers need to know to create video that is effective across screens. We interviewed over 13,500 multiscreen users (ages 16-45 who own or have access to a TV and a smartphone of tablet). We also tested 20 TV as in 8 countries across TV, digital and mobile platforms.
http://www.millwardbrown.com/adreaction/video/
Gen-Z teens (born in 2000 and beyond) are, by nature, more connected and tech-fluent than the generations before them. The following provides some insight into their digital preferences and how they have a receptive appetite for digital advertising.
Deloitte’s Digital Democracy Survey: A multi-generational view of consumer technology, media and telecom trends
Now in its eighth year, the survey offers insights, grounded in data, into how U.S. consumers are using technology to engage with content and each other, how trends have shifted over time, and what consumer preferences might be in the future.
Learn more - http://www.deloitte.com/us/tmttrends
#TMTtrends
My presentation @ #youthmarketing of Marketing Week in Greece. The info/ the pics are not mine they are copied from all over the internet. If something is yours and you want me to take it out.. pls let me know. As always I'm very dyslexic so if your find a mistake pls do not kill me! Further reading and sources at the end! Happy Reading
Digital Video: Too Much Choice, Too Much Data?MediaPost
How can marketers effectively and efficiently deliver personalized but non-intrusive video advertising to today’s voracious yet guarded digital audience? The consumer has more control, choice and wariness over relentless re-targeting online. And so, brands need to remain relevant through more precise and sophisticated targeting and personalization. Millward Brown will provide guidance on how marketers can walk this fine line of delivering personalized and relevant content to audiences while balancing efficiency and audience boundaries.
Катерина Василенко, стратегический директор по развитию Dentsu Aegis Network Ukraine и Александр Яценко, менеджер по развитию бизнеса Dentsu Aegis Network Ukraine о приходе новой эры в закупках медиарекламы - эры Программатик.
BrandZ Top 50 Most Valuable UK Brands 2017 by Martin Guerrieria, Global Brand...Kantar
On 24 November 2017, Martin Guerrieria, BrandZ Global Research Director at Kantar Millward Brown, presented the key findings of the first BrandZ UK Top 50 rankings at a client event in London. To access the full UK report, please visit http://www.millwardbrown.com/brandz/top-50-UK-brands
Following the launch of the inaugural BrandZ Top 50 Most Valuable UK Brands, BrandZ experts Peter Walshe and Martin Guerrieria share insights into how the most successful brands are performing and how to build healthy brands that stand the test of time.
The Power of Digital in Brand Building in South AfricaKantar
Do you know digital channels build long term brand loyalty? In this presentation, we share learnings around which digital channels deliver the best ROI and key insights to create breakthrough marketing in a connected world.
A look at the list of the world’s most valuable brands tells the story of how Google, Facebook, Amazon, Tencent and Alibaba built globally successful brands in a period of twenty years or less. Fortune’s list of the top 50 unicorns also shows that tech start-ups are here to stay. So how are these brands born and how have they grown from embryonic ideas to global powerhouses? We shared this presentation at a recent UK event which brought together some of the brightest minds in the industry to discuss the opportunities and challenges of becoming a start-up success story and the role of brand in driving business success.
Future of Tracking: Transforming how we do it not what we doKantar
The slides from ‘Digital Transformation of Tracking’ webinar presented on BrightTalk on 28th February 2017. In this webinar Mark Chamberlain and Alex Taylor discuss how changes in consumer behaviour, increased business pressures and new technologies have created both opportunity and disruption across all industries. Like every other industry, research is in the midst of its own transformation affecting not what we do but how we do things.
The slides from the ‘Winning with video in a multiscreen world’ webinar presented on BrightTalk on the 1st March 2017. In this webinar Daren Poole and Leila Buckley share the 5 steps to winning with multi-screen video, drawing on learnings from case studies, cognitive neuroscience and extensive research and development work conducted to launch the new Link for Video solution. To watch a recording of the webinar please use this link: https://www.brighttalk.com/webcast/9623/244837
Who are the world’s most valuable luxury brands? What are the drivers behind their value growth over the past 10 years? How have global luxury consumers’ attitudes, behavior and shopping habits changed? What is happening in the fast-growing new luxury markets? What are the branding-building action points in the future? The presentation will cover the key findings from BrandZ Top 10 Most Valuable Luxury Brands over the past 10 years, reveal the global trends in luxury, uncover the drivers behind the luxury brand’s value growth and the important brand-building implications for the next decade. The insights are drawn from the BrandZ database including information from more than 2 million consumers in 50 country markets.
BrandZ Top 100 Most Valuable Global Brands - Key Lessons over 11 YearsKantar
Check out the slides from the series of BrandZ webinars we held on the 23rd June 2016 presented by Doreen Wang, Head of BrandZ, and Peter Walshe, Global BrandZ Strategy Director. In these webinars Doreen and Peter take you through the key findings from the BrandZ Top 100 Most Valuable Global Brands 2016 (http://www.millwardbrown.com/brandz/top-global-brands/2016) and share lessons for future brand building that we have learnt from looking in detail at over 100,000 brands over the last 11 years. To view a recording of the webinar please click here (http://www.millwardbrown.com/global-navigation/news/news-events/webinars/2016/brandz-global-2016), and if you are interested in finding out more about BrandZ or how these learnings could be applied to your brand please contact your local Millward Brown team.
At this year’s Responsibility Business Week event in the UK on Trusted brands: what behaviours help companies thrive in today's marketplace? Nick Bull, Senior Director at Millward Brown presented new research which shows that the most trusted brands in the global BrandZ Top 100 ranking have grown 170% since 2006 – almost double the rate brands with average levels of trust.
Take a look at his presentation and notes here.
BrandZ Top 100 Most Valuable Chinese Brands 2016Kantar
The turbulence of the Chinese economy and stock market over the last 12 months continues to make headlines, but what has this meant for brands? Millward Brown's 10 years of the BrandZ Top 100 Most Valuable Global Brands has demonstrated that a strong brand protects the business in hard times, and enables it to recover faster.
Millward Brown and WPP have released the 6th annual BrandZ Top 100 Most Valuable Chinese Brands ranking and report. Learn how Chinese brands weathered the recent economic challenges and what impact this has had on consumer confidence and the growth of local brands.
http://www.millwardbrown.com/brandz/top-chinese-brands/2016
#GettingMediaRight with Millward Brown. Setting the media scene, some thoughts about the future of media and 2016 media predictions by Andrzej.Suski@MillwardBrown.com & South African insights and learnings’ on how to optimize digital video creative and how to maximize media efficiencies through the use of video across multiple screens by Monique.Claassen@MillwardBrown.com
THE UK Stars OF 2015’s Christmas Advertising - InfographicKantar
Millward Brown’s Christmas advertising study explores the performance of 18 of this year’s leading TV ads, testing them with consumer audiences using its AdExpress tool.
Viewers reviewed and scored each on 12 factors proven to drive sales and build a brand: Branding, Involvement, Enjoyment, Made me love the brand, Sets the trends, Persuasion, New and different information, Relevance, Believability, Different from others, Meets my needs.
The 18 ads reviewed are from brands and retailers: Asda, Argos, Boots, Burberry, Cadbury’s, Celebrations, Debenhams, dfs, John Lewis, Lidl, Marks & Spencer, Mulberry, PayPal, Sainsbury’s, Sky Movies, Very, Waitrose and Warburtons.
Advertising plays a vital role in building brands. But even the best advertising, for a well-loved brand, perfectly deployed through media, needs a receptive audience.
Consumer receptivity to advertising is our industries most precious asset – it is our oxygen.
Today I want to convince everyone here that advertising receptivity is at genuine risk and we must, together, take better care of it.
Our behaviours as an advertising industry have been more bad than good and this is turning people off. We are belching out our own version of CO2 and ruining the environment for communications effectiveness.
People are becoming less receptive to advertising and it is our own fault – that’s the inconvenient truth.
How we are driving more brand spend into digital, focusing on the growth of programmatic as an industry through automation and how we can respond to these changes in the market with solutions.
Automation Technologies are key to growth for brands. We need to simplify the media value chain, and declutter the process
Working across a trusted online currency will the drive growth of brand spend online.
How Technology And New Platforms Are Changing Brand CommunicationsKantar
Good ads have 3 key metrics: interaction, communication and persuasion. Personal communication is becoming easier and more popular with the help of technology and Big Data. Problem- solving ads are the important part of brand communication.
Is It The Death Or Rebirth Of Digital Advertising?Kantar
Digital Ad spend has been growing steadily across the globe and in some markets now outpaces TV spend.
With this rise in spend we have also seen a steady increase in the formats and technology available to advertisers.
But are we as an industry forgetting who is at the heart of all these efforts? Are we in danger of losing consumer interest/ receptivity once and for all?
Insights2020: Driving Customer-Centric Business Growth Kantar
Based on more than 325 in-depth interviews with senior marketing and insights leaders and 10,000+ interviews with practitioners across 60 markets, the Insights2020 initiative examines the drivers of customer-centricity and how being a customer-focused company impacts business performance.
With a robust and global sample, we are able to quantify the financial opportunity for any business and guide organizations on their journeys to customer-centricity. The connection is clear and it is time to elevate insights and analytics to the boardroom.
The top media trends that consumers don’t even know aboutKantar
This presentation focuses on the Top media trends consumers don’t even know about. The purpose of this presentation is to move a step back from what we as marketers speak about, about the newest shiny thing and the big buzz word of the year – and see what this actually looks like from the perspective of the consumer.
And why does this matter? Because how consumers feel about or perceive marketing trends and advertising will impact how they feel about your brand and therefore the long-term financial success of your company.
Millward Brown Saudi Arabia - Marketing2020 - Organizing for GrowthKantar
The Marketing2020 study by Millward Brown Vermeer looks at the opportunities and challenges facing global marketing leaders, and gives answers on how to future-proof marketing organizations, focusing on the role of marketing in delivering the business strategy, the best way to structure the marketing department and how to build capabilities and equip marketers for success.
SEO as the Backbone of Digital MarketingFelipe Bazon
In this talk Felipe Bazon will share how him and his team at Hedgehog Digital share our journey of making C-Levels alike, specially CMOS realize that SEO is the backbone of digital marketing by showing how SEO can contribute to brand awareness, reputation and authority and above all how to use SEO to create more robust global marketing strategies.
Top 3 Ways to Align Sales and Marketing Teams for Rapid GrowthDemandbase
In this session, Demandbase’s Stephanie Quinn, Sr. Director of Integrated and Digital Marketing, Devin Rosenberg, Director of Sales, and Kevin Rooney, Senior Director of Sales Development will share how sales and marketing shapes their day-to-day and what key areas are needed for true alignment.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.\
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
Search Engine Marketing - Competitor and Keyword researchETMARK ACADEMY
Over 2 Trillion searches are made per day in Google search, which means there are more than 2 Trillion visits happening across the websites of the world wide web.
People search various questions, phrases or words. But some words and phrases are searched
more often than others.
For example, the words, ‘running shoes’ are searched more often than ‘best road running
shoes for men’
These words or phrases which people use to search on Google are called Keywords.
Some keywords are searched more often than others. Number of times a keyword is searched
for in a month is called keyword volume.
Some keywords have more relevant results than others. For the phrase “running shoes” we
get more than 80M relevant results, whereas for “best road running shoes for men” we get
only 8.
The former keyword ‘running shoes’ has way more competition from popular websites to
new and small blogs, whereas the latter keyword doesn’t have that much competition. This
search competition for a keyword is called search difficulty of a keyword or keyword
difficulty.
In other words, if the keyword difficulty is ‘low’ or ‘easy’, there won’t be any competition
and if you target such keywords on your site, you can easily rank on the front page of Google.
Some keywords are searched for, just to know or to learn some information about something,
that’s their search intention. For example, “What shoe size should I choose?” or “How to pick
the right shoe size?”
These keywords which are searched just to know about stuff are called informational
keywords. Typically people who are searching this type of keywords are top of a Conversion
funnel.
Conversion funnel is the journey that search visitors go through on their way to an email
subscription or a premium subscription to the services you offer or a purchase of products
you sell or recommend using your referral link.
For some buyers, research is the most important part when they have to buy a product.
Depending on that, their journey either widens or narrows down. These types of buyers are
Researchers and they spend more time with informational keywords.
Conversion is the action you want from your search visitors. Number of conversions that you
get for every 100 search visitors is called Conversion rate.
People who are at different stages of a conversion funnel use different types of keywords.
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
5 big bets to drive growth in 2024 without one additional marketing dollar AND how to adapt to the biggest shifting eCommerce trend- AI.
1) Romance Your Customers - Retention
2) ‘Alternative’ Lead Gen - Advocacy
3) The Beautiful Basics - Conversion Rate Optimization
4) Land that Bottom Line - Profitability
5) Roll the Dice - New Business Models
Core Web Vitals SEO Workshop - improve your performance [pdf]Peter Mead
Core Web Vitals to improve your website performance for better SEO results with CWV.
CWV Topics include:
- Understanding the latest Core Web Vitals including the significance of LCP, INP and CLS + their impact on SEO
- Optimisation techniques from our experts on how to improve your CWV on platforms like WordPress and WP Engine
- The impact of user experience and SEO
AI-Powered Personalization: Principles, Use Cases, and Its Impact on CROVWO
In today’s era of AI, personalization is more than just a trend—it’s a fundamental strategy that unlocks numerous opportunities.
When done effectively, personalization builds trust, loyalty, and satisfaction among your users—key factors for business success. However, relying solely on AI capabilities isn’t enough. You need to anchor your approach in solid principles, understand your users’ context, and master the art of persuasion.
Join us as Sarjak Patel and Naitry Saggu from 3rd Eye Consulting unveil a transformative framework. This approach seamlessly integrates your unique context, consumer insights, and conversion goals, paving the way for unparalleled success in personalization.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
SMM Cheap - No. 1 SMM panel in the worldsmmpanel567
Boost your social media marketing with our SMM Panel services offering SMM Cheap services! Get cost-effective services for your business and increase followers, likes, and engagement across all social media platforms. Get affordable services perfect for businesses and influencers looking to increase their social proof. See how cheap SMM strategies can help improve your social media presence and be a pro at the social media game.
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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
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• Link for Video
Marketer Challenge #2:
MEDIA
Executing an efficient media strategy
to reach audiences in the right
mindset, moment and place
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• Connected Life
• Brand Lift Insights
• CrossMedia
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.
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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.
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