Generation Z, which consists of people who are now between the ages of 16 and 19, presents arguably the biggest challenge of any age group to marketers, according to an AdReaction study released recently by Kantar Millward Brown. This is because the members of Generation Z are more difficult to engage despite being more digitally savvy than any previous generation. Not only are they more likely to skip ads, they typically do it much faster than any other generation. The study, titled AdReaction: Engaging Gen X, Y, and Z is the first global study conducted on Generation Z and is based on surveys of over 23,000 consumers in 39 countries. Don’t even think about placing non-skippable ads in digital content if you want to appeal to this market, as this is likely to backfire on your brand. Generation Z, says the report, does not like invasive online or mobile formats or not being able to skip ads.

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