Hello. My name is Erik Martin and I am a freelance writer for EContent Magazine (www.econtentmag.com). I am seeking to interview a marketing/advertising expert or digital publisher/e-content provider you can put me in touch with for the following story topic:
Gen Z is not so receptive to digital ads: here's why and what to do about it. According to a recent study by Kantar Millward Brown and AdReaction (found at http://www.millwardbrown.com/adreaction/genxyz/us/download-and-contact), Gen Z isn’t receptive to digital advertising, with only 25% expressing a preference for online search ads, 23% video on laptops or PCs, 22% mobile display ads and 21% mobile video ads. The ad formats preferred by Gen Z, led by cinema ads at 62% followed by billboards and outdoor advertising (43%), magazine ads (42%), TV ads (40%), product placement (39%), newspaper (38%), direct mail (29%) and radio (27%). 72% of Gen Z said humor increases their receptivity to ads, 58% said good music keeps their interest, and 56% said ads should tell a good story. This story will explore the study's key findings and provide insight from experts as to why Gen Z isn't hip to digital ads and what e-content providers/digital publishers can and should do about it. My deadline to complete all interviews is Friday, May 5 before noon central. Please e-mail me back your interest and availability for a phone interview. I can also conduct an email interview if you lack the time to talk on the phone.
QUESTIONS:
1. What are the key findings of the aforementioned study, especially those findings that surprised you when it comes to Gen Z’s reception to digital ads?2. Why do you believe Gen Z is less receptive to digital ads versus cinema ads, billboards, magazine ads, TV ads, etc.? To what factors do you attribute this? Is there something unique about this generation/demographic that makes it harder to engage with them?3. What is it about mobile video ads, mobile display ads, video on laptops/PCs, and online search ads that turn off younger consumers (Gen Z) compared to other forms of advertising? Is it that they are bombarded by these digital ads and tired of them?4. Knowing this, what can and should digital publishers and electronic content providers do to engage younger consumers/Gen Z better with ads? What fresh/different approaches should they take, and what alternative digital ad formats should they consider and why? Please provide detailed tips/suggestions.5. Do you believe digital ad engagement/reach/receptivity will improve as Gen Z consumers get older? How/why or why not?6. Besides the Kantar Millward Brown/AdReaction study findings, can you point to any other data that touches on this topic and sheds light on the digital ad preferences of Gen Z (please cite/provide link to the data)?7. Any other thoughts or comments you want to add?8. What is your full name, title, company, and city/state location where you are based?
Keywords
marketing/advertising expert, digital publisher, e-content provider
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