MMA Insight Series + MWC Recap México 08/03

Engaging across generations
Mexico Report  January 2017

2 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
• Economic recessions
• AIDS epidemic
• Introduction of cable TV and PCs
Who is Gen Z?
• 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
Shakira
(1977) - 40
Roger Federer
(1981) - 36
Jim Parsons
(1973) - 44
Justin Trudeau
(1971) - 46
Mark Zuckerberg
(1984) - 33
Lionel Messi
(1987) - 30
PewDiePi1
(1989) - 28
Jennifer Lawrence
(1990) - 27
Simone Biles
(1997) - 19
Malala Yousafzai
(1997) - 19
Maddie Ziegler
(2002) - 15
James Charles
(1999) - 17
Hugh Jackman
(1968) - 49
Zinedine Zidane
(1972) - 45
Anne Hathaway
(1982) – 34
Lindsay Stirling
(1986) - 30
Assa Butterfield
(1997) - 19
Amber Kirk-Ford
(1998) - 18

GENERATIONAL PROFILES
3

Gen Z are mostly free of
the pressures of work &
running a home, so
have slightly more time
on their hands
4
Gen Z Gen Y Gen X
Working status
(part/full-time)
18 84Z 93ZY
Parent 10 58Z 78ZY
Chief Shopper
(all the time)
28 77Z 82Z
Size of HH
(3 or more )
93YX 87 84
Married 4 60Z 76ZY
Very busy 9 13 17Z
Not very busy 26YX 12X 6
What is your current working status?
Are you the parent/guardian of any children under 18 who live in your household?
Do you personally choose the items to buy from supermarkets and shops for your
household….?
How many people are there living in your household, including yourself?
What is your current marital status?
How busy would you say you are?
Only 10% from Gen Z is a parent
and still lives with his family, also
has more a free time.
Gen X’s are heads of HH,
married and with children and
often, with other relatives
(extended family) and have a
very busy life.
In between, though most of Gen
Y are working, only 60% are
married.
These commitments will flavour
openness to advertising, and the
types of ads which are of interest.

Gen Z are more likely
to spend time on
mobile devices
5
One hour or
more per day
Gen Z Gen Y Gen X
Mobile 88YX 82X 72
Laptop 88 88 85
Outdoor 73 76 77
TV 67 70 75
Radio 31 44Z 57ZY
Newspapers 9 16Z 11
Magazines 8 14Z 16Z
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
All generations can be most
easily reached on digital devices
primaly by laptop followed by
mobile, OOH and TV.
As expected, Gen Z media usage
skews high on mobile and lower
on radio and print.
Gen X consumes first digital by
laptop and then traditional like
OOH and TV, in the middle
mobile device and the lowest
print.
Gen Y skew slightly higher on
print.

WHAT THE GENERATIONS THINK OF
DIFFERENT AD FORMATS
6

7
Q: How would you describe your attitude towards each of the following formats of online video advertising?
Base: Without Doesn't know
Row AverageHigher than row average Lower than row averageStat testing at 90% confidence level:
Net +ve % Gen Z Gen Y Gen X
Mobile app reward 50 44 44
Skippable vertical video 49 37 32
Social click-to-play 43 43 42
In-banner click-to-play 39 41 35
Skippable pre-roll 30 36 36
View to play 8 17 21
Social auto-play 7 14 22
Skippable mobile app pop-up 3 12 7
In-banner auto-play -12 10 Z 11 Z
Pre-roll -30 -16 Z -9 Z
Mobile app pop-up -36 -11 Z -18
Control is a key
factor for Gen Z to
have a positive
attitude towards ads
on video formats.

8 Q: And how would you describe your attitude towards each of the following formats of online advertising?
Net +ve % Gen Z Gen Y Gen X
Native ads 36 37 35
Sponsored lenses 28 34 29
Sponsored filters 25 25 20
Take over ads 23 33 34
Newer online ad
formats are generally
viewed positively
specially among Gen
Z and Y

WHAT MAKES THE GENERATIONS
MORE OPEN TO ADS
9

10 Q: Which of these … make you more positive towards ads?
* Depending on what you vote the content is developed
** Choose between established developed content.
Gen Z Gen Y Gen X
Moment 6pm to 9pm 6pm to 9pm 6pm to 9pm
Place At home At home At home
Mood I am relaxed I am relaxed I am relaxed
Context Movies Music Music
Control Skip Skip Skip
Creative characteristics Is funny or humorous Tells an interesting story Tells an interesting story
Types of interactivity
Vote for something to
happen
Choose my favorite among
several options
Find out more about the
brand (e.g. link to brand´s
website)
Video ad length 11 to 20 seconds 11 to 20 seconds 11 to 20 seconds
The best ways to
influence receptivity
are similar across
generations
At a headline level, the
generations all claim they are all
most open to ads in the evening,
at home, when relaxed. They all
want to be given control over
what ads they see, Gen Z like
funny ads but Gen Y and Z
expect an interesting story
The difference comes in terms of
interaction but the window
opportunity will be 11 to 20
seconds…

11
Q: When are you more positive towards ads?
7
14
16
32
33
21
10
8
17
21
25
40
29
7
9
20
13
19
40
29
5
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
Gen Z Gen Y Gen X
MomentGen Z has a wider
receptivity window
All generations have the highest
receptivity between 6pm to 9pm,
but also Gen Z is more receptive
to ads specially between 3.00 to
9.00 p.m.

At home
Travelling
In a public outdoor space
At school
Commuting
In a public building
At someone else’s home
At work
12 Q: Where are you more positive toward ads?
73
21
21
20
20
16
9
5
72
18
21
10
21
18
11
19
75
19
17
1
18
11
5
20
Gen Z Gen Y Gen X
All generations are
most open to ads at
home
Receptivity among Gen Z
improves when they are sharing
space with other people
Z
X
X
X
Z
XY

I am relaxed
I am looking to be entertained
I am just looking to pass the time
I am looking for something interesting
I am bored
I am looking for information
I am looking to share an experience
with other people
I am looking to educate myself
I am looking for escapism
I am focused
13 Q: In which moods are you more positive towards ads?
Gen Z Gen Y Gen X
56
40
36
35
35
25
21
21
10
7
57
30
30
22
22
30
20
26
12
11
56
24
23
22
20
36
18
29
4
9
MoodBeyond when
relaxed, Gen Z offer
up the most
secondary mindsets
Being relax it is the most relevant
mood that allows to engage with
people of all gens.
However, Gen Z receptivity is
higher when they are looking for
something just to pass time and
fight boredome.
In contrast, both Gens Y and X
are somewhat easier to target
when they are looking for
information.
Y
Y
Y
X
X
X
X
X
X
X
Z
Z

14 Q: Which of these types of surrounding content make you more positive towards ads?
Gen Z most strongly
prefer ads in movies
and music contexts
Aligned to the mood that
improves Gen Z receptivity, the
contexts that make easier to
catch their attention are movies,
music, series and comedy shows
Gen X’s are consistently with
their functional attitude of media
consumption and what they
conceived as good content, it
results easier to engage them in
movies, music, series and news.
Movies
Music
Series
Comedy shows
Contests/Competitions
Sports
Lifestyle programms
News
Reality shows
54
52
45
29
26
24
22
20
20
45
48
39
28
21
33
27
24
20
40
41
39
25
21
34
26
37
16
Gen Z Gen Y Gen X
Y
Z
Z
Z
X
X
Y

15 Q: Are you more positive towards ads when you can…?
64
61
46
30
29
29
54
48
36
27
21
19
52
43
31
22
14
15
Gen Z Gen Y Gen X
Skip
Fast forward
Close
Ignore
Mute
Hide
ControlAll generations highly
value the ability to
control ad exposure,
especially Gen Z
Gen Z are most receptive to ads
when they have full control to
decide if they consume or not.
Full control extends beyond
skipping, and also means making
it easier to close, hide or mute.
(we will see later that Gen Z are
also more likely to take
advantage of these capabilities).
Gen X are somewhat less
passionate about this this control,
and Gen Y attitudes are
somewhere in-between.
Y
Y
Y
Y
Y
X
X
X
X
X
X
X

16 Q: Which characteristics make you more positive towards ads?
Beyond humour, Gen
Z particularly value
stories, music &
special effects
Humor, music and telling an
interesting story are the main
creative enhancers of receptivity
to ads among gens, but
especially with Gen Z.
Is funny or humorous
Tells an interesting story
Has good music
Uses special effects (like action
sequences, explosions, space scenes)
Features a famous celebrity
Features an online/ social media
celebrity
Features augmented reality
63
62
61
31
23
21
14
57
58
50
26
21
17
19
57
63
42
32
13
10
17
Gen Z Gen Y Gen X
X
X
X
X
X
Y

17 Q: Assuming you find the ad relevant, are you more positive towards ads which are…?
Technological capabilities push
Brands to be more innovative
when developing video content,
so popularity of shorter video
versions is rising, specially in
Gen Z.
Perhaps as part of his usual
dynamic Generation X it is more
tolerant of longer videos provided
they do not exceed 20 seconds.
In spite of overall receptivity
drops down after 20 seconds,
Gen Y is barely more receptive to
longer videos.
Gen Z prefer very
short ads even more
than other
generations 11 to 20 seconds
10 seconds or less
21 to 40 seconds
41 to 60 seconds
1 - 2 mins
Longer than 2 minutes
38
31
18
6
3
1
45
32
17
4
1
1
46
28
17
2
2
1
Gen Z Gen Y Gen X
X

HOW THE GENERATIONS TRY TO AVOID ADS
18

Q. What actions have you taken to block or avoid ads on your desktop computer/ in your web
browser/ on your mobile phone?
Technological Physical Advantage of Control Lack of Interest
Gen Z
16-19
Gen Y
20-34
Gen X
35-49
65
53
45
56
72
43
45
59
59
33
56
41
All generations try to avoid digital ads in many different ways, especially Gen Z
Gens Z and Y are more likely to turn to technology to help them avoid digital ads, more likely to use physical approaches,
and more likely to take advantage of ads which give them control. Gen X use these approaches too, but they are generally a
bit more accepting of ads, and less interested in digital ad avoidance techniques

There is currently
slightly less ad
avoidance on mobile
than desktop (less
skipping, blocking &
multi-tasking).
21
Q: What actions have you taken to block or avoid ads on your mobile phone?
Mobile
Advantage of control
47%
Physical
34%
Technological
26%
Lack of interest
37%
I don't mind ads while I'm online
I haven't taken any action
I didn't know there was anything I could do
I skip ads whenever I can
I'm willing to pay for premium versions of
websites to avoid ads
I do something else on my phone
I look away from the screen
10
16
13
Gen Z
Gen Y
Gen X
25
21
15
Gen Z
Gen Y
Gen X
10
15
11
Gen Z
Gen Y
Gen X
27
26
14
Gen Z
Gen Y
Gen X
52
40
36
Gen Z
Gen Y
Gen X
10
11
13
Gen Z
Gen Y
Gen X
10
13
8
Gen Z
Gen Y
Gen X
16
12
23
Gen Z
Gen Y
Gen X
7
10
9
Gen Z
Gen Y
Gen X
Changed settings
I installed an ad blocker plug-in
I installed an ad blocker app 8
11
11
Gen Z
Gen Y
Gen X
Z
X
X
X
YX
X
Y

22
Q: Why have you installed an ad blocker on your computer?
The main reasons to
install an ad blocker
are to avoid being
interrupted/ annoyed
Concerns about excessive data
requests slowing devices are a
further important reason.
Most of these motivations are
common across the generations.
Some older people are also more
conscious of ads consuming too
much data on their mobile
phones.
Ads interrupt me when I want to do
something else
Ads annoy me
Ads are generally not relevant or helpful to
me
Ads slow down computer/phone too much
Ads make it hard to find what I'm looking for
Ads are boring
Ads distract me
Ads use too much data (mobile phones only)
55
46
43
42
33
28
25
13
45
44
44
48
39
32
21
28
65
42
40
56
38
19
23
29
Gen Z Gen Y Gen X
Y
Z
Z

WHAT THE GENERATIONS THINK
OF BRANDED CONTENT
23

24
Q: How would you describe your attitude towards each of the following kinds of branded content?
Gen Z Gen Y Gen X
Tutorials 68 75 70
Sponsored events 62 69 59
Branded events 61 61 62
Expert reviews 52 56 50
Shopping content 51 55 57
Brand information 48 56 66 Z
Native articles 47 47 49
User reviews 45 50 43
Social media feeds 41 51 48
Social media celebrity content 34 41 36
Celebrity content 32 41 39
Magazine advertorials 23 38 Z 51 ZY
Attitudes towards
branded content are
generally more
positive than to ads
for all generations
Tutorials are well received by all
Generations. Gen Z is more open
to Sponsored and Brand events.
Gen X is also more positive
towards straightforward brand
information.

I will seek out branded content if it´s for a brand
I love
I prefer branded content in video form
I´m more likely to trust branded content on a
website or channel that I love
Certain platforms (websites, apps or channels)
are better than others in producing branded
content
I prefer branded content that I can read
Once I know that a piece of content is
sponsored by a brand it makes me much less
likely to continue watching or reading
It´s OK if the branded content does not relate to
what the brand has to sell or offer
I get annoyed when I see a piece of content and
later find out that it´s sponsored or created by a
brand
25
Q: Which of the following statements about branded content do you agree with?
Y
Brand passion and
platform quality are
the keys to branded
content success
Among generations they are
more open to branded content
when it is of a brand that they
love.
Affinity to the channels boosts
Gen Z’s trust in branded content
and they prefer video formats.
They are more conscious about
quality of platform, apps and
channels than other generations.
On the other hand Gen X prefers
readable content and also when
its strongly related to the brand
offer.
56
45
36
27
21
17
17
4
42
41
28
24
23
15
19
6
51
38
24
33
24
11
18
4
Gen Z Gen Y Gen X
Y
Y
X
X
Y
Y

Is visually appealing or has great design
Something intriguing happens
Features music that is appealing to me
It is funny or humorous
Gives me something in return (coupon, reward points)
It´s for a category that I´m interested in
Is for a brand that I´m interested in
Is something I haven´t seen before
Provides new information
Contains a person or a character that I´m interested in
Offers tips or solutions
Is something I´ve seen before and liked
Is similar to something good I´ve seen before
26
Q: What makes you less likely to avoid and more likely to pay attention to branded content?
Creative
characteristics of
good branded
content are visually
appealing, intrigue,
appealing music and
humour
Gen X thinks that good content
should provide new information.
Gen Z is open to a wider creative
diversity as long as it is within the
right context / format.
56
51
49
45
42
41
39
36
35
29
28
18
14
38
40
40
47
41
30
25
40
36
19
33
18
11
40
43
35
44
26
35
37
33
44
14
38
21
14
Gen Z Gen Y Gen X
Y
YZ
X
X
X
X
Y
Y
Y
Y
Y
YX
Z

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
27

Humour helps capture and hold attention of Gen Z
28
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”

Music is a defining characteristic of good ads for Gen Z
29
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”

Design matters more to Gen Z
30
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”

However, age is just one part of the equation.
The key is often not age, but attitudes.
31
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

Implications and recommendations
32
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 TV
• 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….

The online deliverable containing free country-level data is here:
www.millwardbrown.com/adreaction
33

Contact us if you need help with the challenges raised by this study
34
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 / AdEffect

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MMA Insight Series + MWC Recap México 08/03

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