A lot has been made about the gap between how millennials and their elders perceive advertising. However, according to new data from Kantar Millward Brown, there are more similarities than you might expect.
Having surveyed 23,000 consumers across 39 different countries, the research monitored advertising perceptions among Generation X; the baby boomers born between the early 1960s to late 1970s, Generation Y; people born in the 1980s and 1990s, Generation Z, people born 2000 onwards. And when asked which ad formats they respond best to, each generation voted in a higher proportion for traditional formats over online ad formats.
The most popular traditional format is cinema, with over half (59%) of UK consumers identified as Gen Z feeling ‘positive about it’ as an advertising channel, with Gen X (52%) and Gen Y (50%) not far behind. And even radio, the least popular traditional format on a list of six, is better perceived than desktop display, the most popular online ad format on a list of fix, among the three different generations.
| Which traditional ad format do they respond best to? | UK Gen Z | UK Gen Y | UK Gen X |
| Outdoor | 50% | 41% | 43% |
| Cinema | 59% | 50% | 52% |
| Magazines | 34% | 43% | 40% |
| Newspapers | 34% | 35% | 37% |
| TV | 38% | 43% | 48% |
| Radio | 27% | 33% | 32% |
Only 20% of Gen Z are a fan of mobile video compared to a similar 21% of Gen Y and 17% of Gen X. And both the middle-aged and millennials share a low opinion of online search advertising, with only 25% of Gen Z and 23% of Gen Y a fan of the format. There’s also a universal disdain among British generations towards non-skippable pre-roll ads, with only 18% of Gen Z, 14% of Gen Y and 16% of Gen X open to the ad format.
Bron en volledig bericht: Marketingweek