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.
Skip Ad
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)