Generation Z remembers advertising clips best
Members of young Generation Z remember the content of advertisements better than older consumers. Especially for skippable video ads that last less than two seconds, people between the ages of 13 and 24 have the better memory. This is the result of a study conducted by Kantar Media on behalf of Snapchat developer Snap.
"Generation Z can process information faster than many believe. That's why brands need to design their promotional videos accordingly. The most important thing is to get their brand and product messages across as quickly as possible," recommends Andy Pang, Head of International Marketing Science at Snap.
For the study, Kantar Media showed advertising clips to 12,000 consumers from the U.S., the U.K., France, Canada, Australia and Saudi Arabia. In the process, 59 percent of Generation Z members were able to remember the company behind the ads, although they skipped them the fastest.
Memory lapses in old age
By comparison, only 57 percent of Millennials (aged 25 to 39) could remember the marketer, and only 47 percent of Generation X (over 40). Generation Z is particularly good at remembering ads that are only two seconds long (55 percent). Millennials fare much worse here (52 percent), and only a quarter of Generation X can remember short ads.
According to analysts, members of Generation Z are very selective when it comes to brands. They tend to prefer one to three brands over all others. A brand's reputation is also important to them, as is its customer service and the exclusivity of its products. Advertising must be able to convince these young people as quickly as possible. (pte)