Nielsen News: Generation Z, millenials by the numbers & developing effective digital ad campaigns

Gen Z: The elusive generation Digital advertisers are shifting their focus to the succeeding generation, […]

Gen Z: The elusive generation

Digital advertisers are shifting their focus to the succeeding generation, Generation Z or Gen Z. This generation spends significant amounts of time on social media sites and video source platforms like Instagram, Snapchat, Facebook and YouTube searching for content that is engaging and entertaining.

Now more than ever, digital advertisers need to focus on targeting their campaigns to these upcoming influential spenders on products and brands.

A recent Canadian study using data from Nielsen Digital Ad Ratings measured Gen Z Canadians aged 13 to 17 to illustrate how challenging it is for advertisers to get their message in front of them.
Gen Z are bombarded with messages and are a generation that can quickly detect whether or not something is relevant to them. So the use of addressable advertising and relevant content will be essential to quickly grabbing their attention before they move on to something else.

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Millenials by the numbers: quick facts

Millennials are the largest generation in Canada and are approaching key lifestage milestones. This generation is quite literally the future, but for brands and marketers looking to reach them, understanding and harnessing their purchasing power can be a daunting task.

35% of Canadian Millennials live with their parents, which helps explain why they only represent 12% of fast-moving consumer goods (FMCG) in Canada as they are not yet the heads of their own households.

They’re still intertwined and influenced by the generations before them.

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Beyond Traditional: Developing Effective Digital Ad Campaigns

The U.S. retail landscape is growing increasingly challenging, and fast-moving consumer goods (FMCG) companies are facing mounting pressure to prove the ROI of their ad campaigns.

FMCG products are a big part of our everyday lives. Items like toothpaste and laundry detergent play an obvious functional role for consumers, while products like snacks and beverages often have emotional ties with consumers. Many of these products have been around for decades, but while many household brands may have stayed the same, the marketplace has not.

As consumer behavior has evolved to incorporate digital channels, so too has the need for marketers to shift their strategies accordingly. The continuous growth in the digital space has dramatically changed how consumers interact with brands.

The digital space is a natural fit for FMCG marketers, and digital campaigns have a strong track record of delivering targeted messaging to an engaged audience. with the ability to reach consumers on the devices and platforms where they are increasingly spending their time.

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