The Insight Files
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The Insight Files
Consumer trends and news curated by Tourism Australia
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Generation Z wants to interact with digital ads

Generation Z wants to interact with digital ads | The Insight Files | Scoop.it

Kantar Millward Brown has released what it claims to be the first global research into how Generation Z - people aged between 16 and 19 - respond to advertising. The AdReaction study also compares and contrasts this group with Generations X and Y. While the study does not talk about specific verticals, it offers some insight for travel firms who are targeting this group or who want to start getting their brand into the orbit of these potential travellers. The topline takeaway is that Gen Z, despite being 'born with a mobile phone in their hand' are quire responsive to 'traditional advertising' - in fact, the study says that Gen Z are generally more open to outdoor and TV ads even though they spend more time online. Find out more.

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What brands can learn from ads aimed at women

What brands can learn from ads aimed at women | The Insight Files | Scoop.it

Smart brands are waking up to the rise of women power, but it's not happening fast enough. Recognition of the value of diversity and the rise of women's spending power have meant that women have become the core decision makers in b-to-c transactions. However, despite making nine out of ten purchase decisions, women are still misunderstood and mis-sold to by many brands. Taking women seriously can create huge opportunities for brands, but 91% of women still feel misunderstood by marketers. New analysis drawn from neuroscience-based testing shows that overall, women have higher levels of engagement with advertising than men. The findings also revealed that women pay more attention to ads overall, and specifically to scenes with people and relationships in them. Find out more.

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