“Greed: No one admits to feeling it, yet it is the purest of emotions. We had to be taught to be selfless.” The Middle East is renowned for its extended sales and shopping festivals, which makes standing out at this time of year a challenge. With help from Impact BBDO in Dubai, department store Centrepoint…
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Fox Amusingly Spoofs In-Flight Safety Videos For Its New Airplane Comedy, LA to Vegas
There’s not much to laugh about when it comes to airline travel during the holiday season, but Fox is trying to change that with the marketing campaign for its new airplane comedy, LA to Vegas. The network has launched a holiday-travel-themed campaign for the new comedy, premiering Jan. 2, about the crew and passengers who…
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Seoul Allows LG Display to Take OLED Skills to China
South Korea will allow one of its largest companies to build a new organic light-emitting diode production facility in China, the first time a Korean firm will transfer the sophisticated technology abroad.
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4 Ways Brands Can Use the Psychology of Color as a Competitive Edge
Are you looking to improve your brand and win more customers? Then you should give more thought to the way you use colors. Humans are visual beings. The brain processes pictorial information 60,000 times faster than it processes text. In addition, 90 percent of the information sent to our brains is visual. And an important…
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For Some Publishers, the Holiday Season Is a Key Way to Boost Ecommerce Sales
All the presents have been unwrapped, but that doesn’t mean the season is over for publishers. The “gift guide,” where publishers curate products set to some theme and then get a cut of purchases made through the guide, isn’t just for Christmas. As publishers continue to scrounge for loose change in the sofa, some are…
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Wieden + Kennedy Is Back With Instagram’s Popular ‘Stories Are Everywhere’ Part II
Instagram Stories and Wieden + Kennedy Amsterdam are back with a second iteration of its highly anticipated “Stories Are Everywhere” campaign … and it’s magnificent. The W+K-made global multi-channel campaign was first launched in April, debuting in June, to challenge users to be as creative as they can with just stickers, brushes and some live…
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3 Things Marketers Can Do to Build—and Keep—a Loyal, Engaged Audience
All publishers and marketers are hyper-aware of the many ways technology has simultaneously expanded and altered content consumption. We now have more access to information than ever before, but trust in the media is at an all-time low. Advertisers are scrambling to find brand-safe environments on which they can rely. From the emergence of fake…
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Honda’s Heartwarming AR Holiday Card Brought Messages of Love to Kids Who Needed It Most
Kids battling cancer can’t always leave the hospital to enjoy the holiday season, so RPA and Honda brought some festive magic into their lives through the power of augmented reality. Working with the Children’s Hospital of Orange County in California, the client and agency delivered personalized get-well cards that contained a fanciful AR experience and…
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Disney-Fox Deal Gives Glimmer of Hope for Movie Lovers
To compete with Netflix, Disney is counting on Fox to help produce a wider array of movies including lower-budget originals for its Hulu streaming service.
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Who is Gen Z? How teens are consuming content
Defined loosely as the generation born approximately between 1996-2011, Generation Z is 25% of the world’s population and is poised to surpass other generations in terms of buying power in the near future. Awesomeness, a multi-platform media company, has analyzed the habits of millennials’ younger siblings, Generation Z, in a partnership with research firm Trendera.
According to Awesomeness, who is creating content slates and branded content for these young people, the generation can be explained using words such as stressed, global, guarded, fluid identity, rule breakers, niche and tech-natives, among others.
All of that makes sense, as Gen Z is the world’s first generation of truly digital natives. They were born and have grown up with high-speed internet, smartphones, social media and access to news.
According to the study, teens think that social media, technology and cyberbullying will have the biggest impact on their generation.
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As far as engaging in the digital realm, 62% of Gen Z are more comfortable expressing themselves digitally than in person.
The top five social platforms that Gen Z is using are: YouTube (79%), Facebook (78%), Instagram (69%), Snapchat (68%) and Twitter (49%).
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Strikingly, 71% of teens’ typical entertainment consumption is streaming, and one-third is viewed from a mobile device.
“Creating mobile-optimized content that’s platform specific, direct, and entertaining is essential for brands to reach Gen Z,” said Harley Block, senior vice president of brand partnerships, Awesomeness. “They watch 68 videos in a day — meaning this audience has the ability to sort through content faster than ever before.”
52% of Gen Z are more likely to watch a video all the way through if it makes them laugh.
“Awesomeness is constantly researching and engaging Gen Z to ensure that the content we create is both captivating and inspiring to our audience, and sharing those insights with marketers who are looking to engage with this hard to reach demographic,” Block said.
As far as their beliefs, according to the study, nearly one-third of of Gen Zs say people their age are more likely to think that everyone is equal. Additionally, teens today are largely in favor of Black Lives Matter (80%), transgender rights (74%), and feminism (63%), with the majority saying these movements should be acceptable in society today.
But with that acceptance and a broader sense of identity, one in five teens admit to having a Finstagram — an alternate private Instagram account where they can post without worrying about likes, comments, ratios, etc.