TV advertising is one of the most expensive advertising activities, so it is very important to get the most out of it. There are general rules about what is required for a successful TV spot, such as to define the target group precisely, build the communication on relevant consumer insights or address the target group with a proper tone and style.
Aging market
Many companies started to realize that as their current consumers begin to "age", meaning that their purchasing power gets weaker, they need to start focusing more on the younger generation who has a constantly growing spending power and will be the strongest consumer segment sooner or later.
Different age = different emotional reaction?
Based on Synetiq’s neuromarketing research (more than 6000 measured ads) remarkable differences were found in the reactions of the different age groups to the same TV spot (considering both emotional and conscious data). As the younger group (Gen Z) seems to behave and react completely differently from elder ones (30+), a different approach is needed to address them.
Even if advertisers are aware that in order to reach and engage Gen Z they need to create “youthful” TV commercials, it is not always clear what elements have a real positive impact on young audience.
The mysterious Gen Z
Gen Z, or “Zoomers”, is the digital native generation who got used to receive a large amount of digital information from an early age - they are the first generation who had access to the internet from the moment they were born. Processing thousands of information and stimuli in every second made them learn how to filter the noise quickly. They live on multi-channels and when their brains are not stimulated enough, they get bored. Watching videos and listening to music is part of their everyday lives. We all know that they value individual expression, believe that uniqueness is important and tend to hunt likes and popularity on social media platforms. But what TV ads do they like?
"The oldest Gen Zers are turning 23 in 2020, and the youngest are just 8 years old. The younger half is missing social connections during a critical time, while the older group is graduating during a pandemic." Want to read more about Gen Z? Check this article!
Synetiq - Gen Z insight package
Synetiq is introducing you a fresh, insightful report, based on 40+ analyzed ads from more than 30 brands in more than 5 sectors. This study focuses on Generation Z (18-29 y.o. audience) and gives insights of how to „build up” a TV ad to please them. The study mostly focuses on TV spots that performed outstandingly or above the average among young viewers.The report answers why certain ads or scenes were (more) appreciated by young people.
Furthermore, the report is including the followings:
How different is the unconscious perception of 18-29 y.o. viewers?
What type of ads are the most engaging for 18-29 y.o. people? (based on ad type)
What stories engage them the most?
How long is the attention span of Gen Z? And based on that, how to edit the spot?
What scenes move emotions the most? (sector specific)
How to create attention grabbing packshots? (sector specific)
written by Kriszti Polgár-Szabó
Would you like to learn more? Don’t hesitate to contact us! Brands’ future lies in Gen Z’s hands so it is time to win their heart!
Gen Z report is not that interesting for you? No worries, we have a bunch of other insight packages here!
