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Pinoy teens 'more skeptical' of ads, prefer humor ads: study

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Arianne Merez, ABS-CBN News

<div class="embed-wrap"><figure data-feedback="fb:likes,fb:comments"><img src="http://sa.kapamilya.com/absnews/abscbnnews/media/2017/news/03/25/app.jpg"/></figure></div><p>MANILA - Filipino teenagers who are part of the so-called Generation Z (aged 16-19) are harder to impress in terms of advertising compared to older age groups, according to a study by Kantar Millward Brown.</p><p>Jane Ng, group account director for technical and innovation at Kantar Millward Brown in the Philippines, explained that Gen Z have lower receptivity to celebrity-endorsed advertisements and prefer “more authentic” ads which they can experience.</p><p>“They grew up in a world where they get information at their fingertips, therefore they demand more of brand advertising. They are more critical of what is being said to them, what is being communicated and the things that they are saying so that build up the skepticism,” Ng told ANC’s “Early Edition.”</p><figure class="op-interactive"><div style="padding-top:66.375%"><div id="IVS_ABS_Body_Video_1_Container"> <ivs-player id="IVS_ABS_Body_Video_1" data-ivs-spid="3001339" data-ivs-key="e8c22c015ca9eafa76f1e3edfa03c603" data-ivs-vid="1455546" data-ivs-floating="1"></ivs-player> <script src="https://player.ivideosmart.com/ivsplayer/v4/dist/js/iframe-parent.js"></script> <script src="https://player.ivideosmart.com/ivsplayer/v4/dist/js/loader.js"></script> </div></div></figure><p>The study notes that marketers can connect with Filipino teens by respecting their online space and their desire to have greater social media presence.</p><p>“Gen Z is becoming a large part of the population globally and they are increasingly relevant for marketers worldwide across categories and industries,” Ng said.</p><p>She explained that the challenge for marketers nowadays is to develop “meaningful” content that can engage teens in different social media platforms.</p><p>“Advertisers need to think about which are the different formats they could use across the different social media platforms to engage these Gen Z consumers in a very meaningful way,” she said.</p><p>Interestingly, Filipino teens’ daily usage of mobile phones is lower than older generations despite the fact that they are the ones who grew up with mobile technology.</p><p>The study said 66 percent of Filipino teens spend more than an hour a day on their mobile device, compared to more than 80 percent of Generation Y (aged 20-34) and X (aged 35-49).</p><p>Teens nowadays also want brands to be “more transparent” with their identity and prefer humor ads over celebrity-endorsed ones since teens nowadays are less forgiving and accepting of brand communication, Ng said.</p><p>&quot;It is about whether we can develop content that is meaningfully different in a way that could engage Gen Z,&quot; she said.</p>

<p>MANILA - Filipino teenagers who are part of the so-called Generation Z (aged 16-19) are harder to impress in terms of advertising compared to older age groups, according to a study by Kantar Millward Brown.</p><p> </p>

MANILA - Filipino teenagers who are part of the so-called Generation Z (aged 16-19) are harder to impress in terms of advertising compared to older age groups, according to a study by Kantar Millward Brown.

Pinoy teens 'more skeptical' of ads, prefer humor ads: study

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Pinoy teens 'more skeptical' of ads, prefer humor ads: study

Arianne Merez,

ABS-CBN News

Published Mar 25, 2017 01:19 PM PHT

Read More:

ANC

Generation Z

advertising

communication

marketing

teens

Gen Z

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