Gen Z accepts traditional ads more than digital said Stacy Smollin Schwartz in EContent Magazine

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Date: 
Friday, May 19, 2017
Location: 
Newark, NJ

EContent Magazine

Here's a worrisome thought for marketers that can keep you up at night: Gen Z—a key demographic born between the mid-1990s and early 2000s—comprises 27% 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 study by Kantar Millward Brown titled AdReaction: Engaging Gen X, Y and Z reveals that only 25% of 16- to 19-year-old respondents to the study's survey expressed a preference for online search ads; merely 23% indicated a preference for video on laptops or PCs, 22% for mobile display ads, and 21% for mobile video ads.

By contrast, the ad formats this demographic favored more were cinema (62%), outdoor and magazine (both 43%), TV (40%), product placement (39%), newspaper (38%), direct mail and laptop/PC online display (both 29%), and radio (27%).

Stacy Smollin Schwartz, marketing department instructor at Rutgers Business School, says it's easy to understand why preteens and teenagers today are more accepting of billboards, cinema ads, and other traditional forms of media. "They are in a more passive mindset when they come across them," says Schwartz. "Although they may remain cynical about the marketing message itself, they are not as upset about the initial diversion."

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TAGS: Advertising Digital Marketing Marketing Stacy Schwartz