Gen Z are even more likely than older generations to avoid ads. Brands need to adapt their creative development and media planning to reach this emerging group.

countries interviewsper country

people27%Z (16-19)*

24%Y (20-34)

20%39 600 23,000X (35-49)

AdReactionGen X,Y and Z

WHERE TO ENGAGE GEN ZDespite living on their smartphones, Gen Z prefer traditional ads

WHY GEN Z MATTERAnnual spending power is nearly $200 BN**

55Outdoor

53Cinema

51Magazines

Heaviest smartphone

users

Social media presence is varied

and proli�c

Make an e�ort to

avoid ads

Hard to engage even with strong

creative

WHO ARE THE GENERATIONS?

Age groups (% of global population) Research

TRADITIONAL

Outdoor and cinema ads are most preferred (% positive receptivity)

48TV

49Newspapers

39Radio

Gen Z can’t be stereotyped because they share many characteristics with previous generations. While more ambitious and more passionate about music, many of their other

attitudes to life are remarkably similar.

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HOW TO ENGAGE GEN ZOur research identi�ed 4 key elements to developing creative that engage Gen Z,

and examples of how to get it right (% more positive towards ads)

Gen Z embrace mobile reward videos but strongly reject non-skippable video

Gen Z are more positive towards newer formats

HUMOUR MUSIC DESIGN CELEBRITY

6560 61

Z Y X

56

46 45

Z Y X

3024 24

Z Y X

2218 14

Z Y X

These elements make Gen Z more receptive to advertising but they don't guarantee success.

Meetic (FR) Cillit Bang (FR) Oreo (BR) Harbin Beer (CN)

Humour is the primary way to prevent Gen Z

from shifting their attention away

from ads

Gen Z are more likely to demand that content is

paired with 'good' music

Gen Z appreciate and expect good

design more than other

generations

Gen Z are more likely to enjoy ads

that feature mainstream and

internet celebrities

Make the most of your marketing investment. To learn more about engaging consumers across generations in your market, explore

the AdReaction interactive data tool at:

millwardbrown.com/adreaction#AdReaction

DIGITAL

32Desktop display

32Search

30Mobile display

29Desktop video

27Mobile video

Video ad formats are least preferred (% positive receptivity)

Mobile reward

58Skippable pre-roll

43Skippable vertical

42View to play

32Social autoplay

25

Higher than other generationsSame as other generations

This ad is cool and fun. It shows that everyone

is not perfect

The choreography is great, the music is nice

and catchy

Very cool ad, the cartoon style catches

attention

I feel that the product connects with young

people like us

45Native ads

45

Sponsoredlenses

Sponsored�lters

40

Expandableads

39

Take overads

30

21Non-skippable pre-roll

* Gen Z includes ages 5-19, representing 27% of the global population. For this study, we interviewed teens ages 16–19. All �gures shown here are global averages across the 39 countries studied.

** Mintel (2015)