May 29, 2017

Gen Z is not so receptive to digital ads: here’s why

Here’s a worrisome thought for marketers that can keep marketers up at night: Gen Z—a key demographic born between the mid-1990s and early 2000s—comprises 27 percent of the global population, commands $44 billion in purchasing power, and represents the first true generation of digital natives. But your efforts to reach them via digital ads could fail miserably, new research suggests.

A recent study by Kantar Millward Brown titled AdReaction: Engaging Gen X, Y and Z reveals that only 25 percent of 16- to 19-year-old respondents to the study’s survey expressed a preference for online search ads; merely 23 percent indicated a preference for video on laptops or PCs, 22 percent for mobile display ads, and 21 percent for mobile video ads.

Learn more about why young consumers are cold on digital ads by reading my latest article for EContent Magazine, available here.