mma insight series + mwc recap méxico 08/03

Engaging across generationsMexico Report January 2017

Engaging across generations

2 Formative influences provided by Kantar Futures. Also note, that Gen Y may also be referred to as Millennials and Gen Z as Centennials and that age definitions may vary

slightly.

Age breaks reflected in this survey are to ensure global consistency across the 39 countries where this study was fielded.

Who is Gen Y?Who is Gen X?

Formative influences:

• 9/11 and the War on Terror

• Environmental uncertainty

• Email and increasing digital capabilities


• Economic recessions

• AIDS epidemic

• Introduction of cable TV and PCs

Who is Gen Z?


• Financial crisis and economic volatility

• Political polarization

• Specter of terrorism

• Mobile from birth; hyper-connected world

35-49 year olds 20-34 year olds 19 years old and under

Shakira

(1977) - 40

Roger Federer

(1981) - 36 Jim Parsons

(1973) - 44

Justin Trudeau

(1971) - 46

Mark Zuckerberg

(1984) - 33

Lionel Messi

(1987) - 30

PewDiePi1

(1989) - 28

Jennifer Lawrence

(1990) - 27

Simone Biles

(1997) - 19Malala Yousafzai

(1997) - 19

Maddie Ziegler

(2002) - 15James Charles

(1999) - 17

Hugh Jackman

(1968) - 49

Zinedine Zidane

(1972) - 45

Anne Hathaway

(1982) – 34

Lindsay Stirling

(1986) - 30

Assa Butterfield

(1997) - 19

Amber Kirk-Ford

(1998) - 18


GENERATIONAL PROFILES

3


Gen Z are mostly free of the pressures of work & running a home, so have slightly more time on their hands

4

Gen Z Gen Y Gen X

Working status

(part/full-time)18 84Z 93ZY

Parent 10 58Z 78ZY

Chief Shopper

(all the time)28 77Z 82Z

Size of HH

(3 or more )93YX 87 84

Married 4 60Z 76ZY

Very busy 9 13 17Z

Not very busy 26YX 12X 6

What is your current working status?

Are you the parent/guardian of any children under 18 who live in your household?

Do you personally choose the items to buy from supermarkets and shops for your

household….?

How many people are there living in your household, including yourself?

What is your current marital status?

How busy would you say you are?

Only 10% from Gen Z is a parent

and still lives with his family, also

has more a free time.

Gen X’s are heads of HH,

married and with children and

often, with other relatives

(extended family) and have a

very busy life.

In between, though most of Gen

Y are working, only 60% are

married.

These commitments will flavour

openness to advertising, and the

types of ads which are of interest.


Gen Z are more likely to spend time on mobile devices

5

One hour or

more per day Gen Z Gen Y Gen X

Mobile 88YX 82X 72

Laptop 88 88 85

Outdoor 73 76 77

TV 67 70 75

Radio 31 44Z 57ZY

Newspapers 9 16Z 11

Magazines 8 14Z 16Z

MC1AB. Total Hours Watching Television (not Online)

MC1AB. Total Hours Reading Magazines (not Online)

MC1AB. Total Hours Reading Newspapers (not Online)

MC1AB. Total Hours Listening To The Radio (not Online)

MC1AB. Total Hours Travelling Or Walking Out And About

MC1AB. Total Hours Using The Internet On A Laptop Or PC For Something Other

Than Email

MC1AB. Total Hours Using The Internet On A Mobile Device For Something Other

Than Email

All generations can be most

easily reached on digital devices

primaly by laptop followed by

mobile, OOH and TV.

As expected, Gen Z media usage

skews high on mobile and lower

on radio and print.

Gen X consumes first digital by

laptop and then traditional like

OOH and TV, in the middle

mobile device and the lowest

print.

Gen Y skew slightly higher on

print.


WHAT THE GENERATIONS THINK OFDIFFERENT AD FORMATS

6


7Q: How would you describe your attitude towards each of the following formats of online video advertising?

Base: Without Doesn't know

Row AverageHigher than row average Lower than row averageStat testing at 90% confidence level:

Net +ve % Gen Z Gen Y Gen X

Mobile app reward 50 44 44

Skippable vertical video 49 37 32

Social click-to-play 43 43 42

In-banner click-to-play 39 41 35

Skippable pre-roll 30 36 36

View to play 8 17 21

Social auto-play 7 14 22

Skippable mobile app pop-up 3 12 7

In-banner auto-play -12 10 Z 11 Z

Pre-roll -30 -16 Z -9 Z

Mobile app pop-up -36 -11 Z -18

Control is a key factor for Gen Z to have a positive attitude towards ads on video formats.


8 Q: And how would you describe your attitude towards each of the following formats of online advertising?



Net +ve % Gen Z Gen Y Gen X

Native ads 36 37 35

Sponsored lenses 28 34 29

Sponsored filters 25 25 20

Take over ads 23 33 34

Newer online ad formats are generally viewed positively specially among Gen Z and Y


WHAT MAKES THE GENERATIONSMORE OPEN TO ADS

9


10 Q: Which of these … make you more positive towards ads?* Depending on what you vote the content is developed

** Choose between established developed content.

Gen Z Gen Y Gen X

Moment 6pm to 9pm 6pm to 9pm 6pm to 9pm

Place At home At home At home

Mood I am relaxed I am relaxed I am relaxed

Context Movies Music Music

Control Skip Skip Skip

Creative characteristics Is funny or humorous Tells an interesting story Tells an interesting story

Types of interactivityVote for something to

happen

Choose my favorite among

several options

Find out more about the

brand (e.g. link to brand´s

website)

Video ad length 11 to 20 seconds 11 to 20 seconds 11 to 20 seconds

The best ways to influence receptivity are similar across generations

At a headline level, the

generations all claim they are all

most open to ads in the evening,

at home, when relaxed. They all

want to be given control over

what ads they see, Gen Z like

funny ads but Gen Y and Z

expect an interesting story

The difference comes in terms of

interaction but the window

opportunity will be 11 to 20

seconds…


11Q: When are you more positive towards ads?

7

1416

3233

21

108

17

21

25

40

29

79

20

13

19

40

29

5

6am to 9am 9am to 12 noon 12 noon to 3pm 3pm to 6pm 6pm to 9pm 9pm to 12midnight

12 midnight to6am

Gen Z Gen Y Gen X

MomentGen Z has a wider receptivity window

All generations have the highest

receptivity between 6pm to 9pm,

but also Gen Z is more receptive

to ads specially between 3.00 to

9.00 p.m.


At home

Travelling

In a public outdoor space

At school

Commuting

In a public building

At someone else’s home

At work

12 Q: Where are you more positive toward ads?

73

21

21

20

20

16

9

5

72

18

21

10

21

18

11

19

75

19

17

1

18

11

5

20

Gen Z Gen Y Gen X

All generations are most open to ads at home

Receptivity among Gen Z

improves when they are sharing

space with other people

Z

X

X

X

Z

XY


I am relaxed

I am looking to be entertained

I am just looking to pass the time

I am looking for something interesting

I am bored

I am looking for information

I am looking to share an experience

with other people

I am looking to educate myself

I am looking for escapism

I am focused

13 Q: In which moods are you more positive towards ads?

Gen Z Gen Y Gen X

56

40

36

35

35

25

21

21

10

7

57

30

30

22

22

30

20

26

12

11

56

24

23

22

20

36

18

29

4

9

MoodBeyond when relaxed, Gen Z offer up the most secondary mindsets

Being relax it is the most relevant

mood that allows to engage with

people of all gens.

However, Gen Z receptivity is

higher when they are looking for

something just to pass time and

fight boredome.

In contrast, both Gens Y and X

are somewhat easier to target

when they are looking for

information.

Y

Y

Y

X

X

X

X

X

X

X

Z

Z


14 Q: Which of these types of surrounding content make you more positive towards ads?

Gen Z most strongly prefer ads in movies and music contexts

Aligned to the mood that

improves Gen Z receptivity, the

contexts that make easier to

catch their attention are movies,

music, series and comedy shows

Gen X’s are consistently with

their functional attitude of media

consumption and what they

conceived as good content, it

results easier to engage them in

movies, music, series and news.

Movies

Music

Series

Comedy shows

Contests/Competitions

Sports

Lifestyle programms

News

Reality shows

54

52

45

29

26

24

22

20

20

45

48

39

28

21

33

27

24

20

40

41

39

25

21

34

26

37

16

Gen Z Gen Y Gen X

Y

Z

Z

Z

X

X

Y


15 Q: Are you more positive towards ads when you can…?

64

61

46

30

29

29

54

48

36

27

21

19

52

43

31

22

14

15

Gen Z Gen Y Gen X

Skip

Fast forward

Close

Ignore

Mute

Hide

ControlAll generations highly value the ability to control ad exposure, especially Gen Z

Gen Z are most receptive to ads

when they have full control to

decide if they consume or not.

Full control extends beyond

skipping, and also means making

it easier to close, hide or mute.

(we will see later that Gen Z are

also more likely to take

advantage of these capabilities).

Gen X are somewhat less

passionate about this this control,

and Gen Y attitudes are

somewhere in-between.

Y

Y

Y

Y

Y

X

X

X

X

X

X

X


16 Q: Which characteristics make you more positive towards ads?

Beyond humour, Gen Z particularly value stories, music & special effects

Humor, music and telling an

interesting story are the main

creative enhancers of receptivity

to ads among gens, but

especially with Gen Z.

Is funny or humorous

Tells an interesting story

Has good music

Uses special effects (like action

sequences, explosions, space scenes)

Features a famous celebrity

Features an online/ social media

celebrity

Features augmented reality

63

62

61

31

23

21

14

57

58

50

26

21

17

19

57

63

42

32

13

10

17

Gen Z Gen Y Gen X

X

X

X

X

X

Y


17 Q: Assuming you find the ad relevant, are you more positive towards ads which are…?

Technological capabilities push

Brands to be more innovative

when developing video content,

so popularity of shorter video

versions is rising, specially in

Gen Z.

Perhaps as part of his usual

dynamic Generation X it is more

tolerant of longer videos provided

they do not exceed 20 seconds.

In spite of overall receptivity

drops down after 20 seconds,

Gen Y is barely more receptive to

longer videos.

Gen Z prefer very short ads even more than other generations 11 to 20 seconds

10 seconds or less

21 to 40 seconds

41 to 60 seconds

1 - 2 mins

Longer than 2 minutes

38

31

18

6

3

1

45

32

17

4

1

1

46

28

17

2

2

1

Gen Z Gen Y Gen X

X


HOW THE GENERATIONS TRY TO AVOID ADS

18


Q. What actions have you taken to block or avoid ads on your desktop computer/ in your web

browser/ on your mobile phone?

Technological Physical Advantage of Control Lack of Interest

Gen Z16-19

Gen Y20-34

Gen X35-49

65

53

45

56

72

43

45

59

59

33

56

41

All generations try to avoid digital ads in many different ways, especially Gen Z

Gens Z and Y are more likely to turn to technology to help them avoid digital ads, more likely to use physical approaches,

and more likely to take advantage of ads which give them control. Gen X use these approaches too, but they are generally a

bit more accepting of ads, and less interested in digital ad avoidance techniques


There is currently slightly less ad avoidance on mobile than desktop (less skipping, blocking & multi-tasking).

21

Q: What actions have you taken to block or avoid ads on your mobile phone?

Mobile

Advantage of control

47%

Physical

34%

Technological

26%

Lack of interest

37%

I don't mind ads while I'm online

I haven't taken any action

I didn't know there was anything I could do

I skip ads whenever I can

I'm willing to pay for premium versions of

websites to avoid ads

I do something else on my phone

I look away from the screen

10

16

13

Gen Z

Gen Y

Gen X

25

21

15

Gen Z

Gen Y

Gen X

10

15

11

Gen Z

Gen Y

Gen X

27

26

14

Gen Z

Gen Y

Gen X

52

40

36

Gen Z

Gen Y

Gen X

10

11

13

Gen Z

Gen Y

Gen X

10

13

8

Gen Z

Gen Y

Gen X

16

12

23

Gen Z

Gen Y

Gen X

7

10

9

Gen Z

Gen Y

Gen X

Changed settings

I installed an ad blocker plug-in

I installed an ad blocker app 8

11

11

Gen Z

Gen Y

Gen X

Z

X

X

X

YX

X

Y


22Q: Why have you installed an ad blocker on your computer?

The main reasons to install an ad blocker are to avoid being interrupted/ annoyed

Concerns about excessive data

requests slowing devices are a

further important reason.

Most of these motivations are

common across the generations.

Some older people are also more

conscious of ads consuming too

much data on their mobile

phones.

Ads interrupt me when I want to do

something else

Ads annoy me

Ads are generally not relevant or helpful to

me

Ads slow down computer/phone too much

Ads make it hard to find what I'm looking for

Ads are boring

Ads distract me

Ads use too much data (mobile phones only)

55

46

43

42

33

28

25

13

45

44

44

48

39

32

21

28

65

42

40

56

38

19

23

29

Gen Z Gen Y Gen X

Y

ZZ


WHAT THE GENERATIONS THINKOF BRANDED CONTENT

23


24

Q: How would you describe your attitude towards each of the following kinds of branded content?



Gen Z Gen Y Gen X

Tutorials 68 75 70

Sponsored events 62 69 59

Branded events 61 61 62

Expert reviews 52 56 50

Shopping content 51 55 57

Brand information 48 56 66 Z

Native articles 47 47 49

User reviews 45 50 43

Social media feeds 41 51 48

Social media celebrity content 34 41 36

Celebrity content 32 41 39

Magazine advertorials 23 38 Z 51 ZY

Attitudes towards branded content are generally more positive than to ads for all generations

Tutorials are well received by all

Generations. Gen Z is more open

to Sponsored and Brand events.

Gen X is also more positive

towards straightforward brand

information.


I will seek out branded content if it´s for a brand

I love

I prefer branded content in video form

I´m more likely to trust branded content on a

website or channel that I love

Certain platforms (websites, apps or channels)

are better than others in producing branded

content

I prefer branded content that I can read

Once I know that a piece of content is

sponsored by a brand it makes me much less

likely to continue watching or reading

It´s OK if the branded content does not relate to

what the brand has to sell or offer

I get annoyed when I see a piece of content and

later find out that it´s sponsored or created by a

brand

25

Q: Which of the following statements about branded content do you agree with?


Y

Brand passion and platform quality are the keys to brandedcontent success

Among generations they are

more open to branded content

when it is of a brand that they

love.

Affinity to the channels boosts

Gen Z’s trust in branded content

and they prefer video formats.

They are more conscious about

quality of platform, apps and

channels than other generations.

On the other hand Gen X prefers

readable content and also when

its strongly related to the brand

offer.

56

45

36

27

21

17

17

4

42

41

28

24

23

15

19

6

51

38

24

33

24

11

18

4

Gen Z Gen Y Gen X

Y

Y

X

X

Y

Y


Is visually appealing or has great design

Something intriguing happens

Features music that is appealing to me

It is funny or humorous

Gives me something in return (coupon, reward points)

It´s for a category that I´m interested in

Is for a brand that I´m interested in

Is something I haven´t seen before

Provides new information

Contains a person or a character that I´m interested in

Offers tips or solutions

Is something I´ve seen before and liked

Is similar to something good I´ve seen before

26

Q: What makes you less likely to avoid and more likely to pay attention to branded content?


Creative characteristics of good branded content are visually appealing, intrigue, appealing music and humour

Gen X thinks that good content

should provide new information.

Gen Z is open to a wider creative

diversity as long as it is within the

right context / format.

56

51

49

45

42

41

39

36

35

29

28

18

14

38

40

40

47

41

30

25

40

36

19

33

18

11

40

43

35

44

26

35

37

33

44

14

38

21

14

Gen Z Gen Y Gen X

Y

YZ

X

X

X

X

Y

Y

Y

Y

Y

YX

Z

CREATIVE DEVELOPMENT:

WHAT KIND OF ADS DO GEN Z PREFER?

Though expressions of it vary across cultures, the same elements are expressed

globally: humour, music, design

27

Humour helps capture and hold attention of Gen Z

28

This ad is cool and fun. It shows

that everyone is not perfect

either physically or with his

character. Everyone can find a

boyfriend / girlfriend thanks to

Meetic” (female 16-19)

Liked: the false notes of the

woman who sings. imperfection

of man with his socks and his big

belly. Liked least: the embrace of

women” (male 16-19)

0%

20%

40%

60%

80%

100%

Gen Z Gen Y Gen X

Vie

wer

sh

are

Video percentage

0% 20% 40% 60% 80% 100

%

Meetic “Imperfections”

../Predicciones 2017/France_Meetic_imperfections.mp4

../Predicciones 2017/France_Meetic_imperfections.mp4

Music is a defining characteristic of good ads for Gen Z

29

The tone is good, it is

dynamic, it is young, he is

flamboyant, incredible

fiction!!” (male 16-19)

The obvious reference to the

cult 80s movie ‘Flashdance’

is quite nice because the

music is good and the

choreography pleasant to

watch” (female 35-49)

0%

20%

40%

60%

80%

100%

Gen Z Gen Y Gen X

Vie

wer

sh

are

Video percentage

0% 20% 40% 60% 80% 100%

Cillit Bang “Mechanic”

../Predicciones 2017/France_Cillit Bang_mechanic.mp4

../Predicciones 2017/France_Cillit Bang_mechanic.mp4

Design matters more to Gen Z

30

I absolutely loved the ad. The

music, the animations, everything

is very engaging and loveable, as

well as being very different from

most of the biscuit commercials

out there. I'm not particularly a big

fan of Oreo, but this ad even made

me want to try it.” (male 16-19)

Very cool ad, the cartoon style

catches attention, the drawings

and music fit well together and are

very cute. Congratulations to the

brand. A very nice commercial to

see.” (female 16-19)

35%

26%

18%

16-19 20-34 35-49

Love it Oreo “Wonderfilled”

../Predicciones 2017/Brazil_Oreo_Wonderfilled.mp4

../Predicciones 2017/Brazil_Oreo_Wonderfilled.mp4

However, age is just one part of the equation.The key is often not age, but attitudes.

31

I LOVE IT. SO BEAUTIFUL TO WATCH IT. A

beauty brand making a commercial like that is

to get a standing ovation. Congratulations.

Besides showing that women are worth more

than flowers, it talks about Valentina who is a

wonderful woman. It was beautiful,

congratulations” (female 16-19)

I find this politically correct way of inserting

gays in our daily life very boring. Transgenders

are not women! Do not put them in the same

category. Having this ad on YouTube where the

audience is mainly of teenagers is not

responsible. They have the right to be what

they want to but we should not glamourize it. If

everyone becomes gay one day we'll have the

end of humanity and L'Oreal won't have any

one to sell to” (female 20-34)

3532

34

43

13

16-19 20-34 35-49 Very openminded

Not openminded

% Enjoyed it a lotL’Oreal “Transgender” -

YouTube

../Predicciones 2017/Brazil_LOreal_Transgender.mp4

../Predicciones 2017/Brazil_LOreal_Transgender.mp4

Implications and recommendations

32

For media planners:

• Don’t under-estimate the power of traditional media to reach Gen Z; they are reached by and open to billboards and TV

• Stop using invasive, non-skippable online formats which are hated by all generations, especially Gen Z.

• Start experimenting with more innovative online formats such as mobile rewards video & sponsored lenses.

• For Gen Z, make it mobile(-friendly), make it interactive.

For creative developers:

• If Gen Z are part of your target audience, pay particular attention to humour, music, and design.

• For video, ensure your ad delivers early impact and intrigue to avoid being skipped.

• Identify the shared attitudes and values you want to use to connect with people of all ages.

To overcome the challenge of engaging across all generations….

The online deliverable containing free country-level data is here: www.millwardbrown.com/adreaction

33

http://www.millwardbrown.com/adreaction

Contact us if you need help with the challenges raised by this study

34

Marketer Challenge #1:

CREATIVE

Developing creative and content that

will resonate with different

generational audiences

RELATED SOLUTIONS:

• Pre-Link™

• Link for Digital Portfolio

• Link for TV

• Link for Video

Marketer Challenge #2:

MEDIA

Executing an efficient media strategy

to reach audiences in the right

mindset, moment and place

RELATED SOLUTIONS:

• Connected Life

• Brand Lift Insights

• CrossMedia / AdEffect

Engaging across generationsMéxico Webinar Presentation January 2017

mma insight series + mwc recap méxico 08/03

Education