Is Gen Alpha a Generation?
Kantar’s Knowledge Lead J. Walker Smith has a clear, simple answer to that question: No.
children
- Research & Data Quality
- Article
The Age of Acquisition Effect Has a Small Impact on Brand Recognition
Things learned early in life are recognized faster and more accurately, according to the age-of-acquisition effect, a phenomenon studied widely in psychology research. A new study recently published in the Journal of Advertising Research explores how this effect works in the context of brand names. It finds that brand exposure frequency and usage recency have a much greater effect on recognition than the age of acquisition itself.
Member Only AccessGetting to Know Your Youngest Customers
“The Rise of Alpha” is the title of a new study that alerts us to the need to understand the cohort of kids under age 12. Read more »
NYCU: The Digital Divide Persists
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- Targets & Segments
- Article
A New Tool Measures Children’s Emotional Response to Ads
Measuring emotions in children exposed to advertisements just got easier. A pictorial instrument developed by a French marketing professor and an illustrator can assess basic emotions, is particularly well-suited for 8- to 11-year-olds, and can be used by both practitioners and academics around the world without the need for translation.
Member Only AccessWelcome to the Gen Z Challenge via AdAge (source: Joline McGoldrick, Director of Research at Millward Brown Digital)
Gen Z, born between 1997 and 2011, is now coming of age in large numbers, and marketers can’t afford to take as long to come to grips with Gen Z as they did with Millennials.
The first cohorts of this new generation, who are now 16 to 19 years old, are increasingly relevant to a wide variety of categories and products. Globally, they are huge too: around 2 billion of the world’s citizens—approximately 27% of the global population—belong to Gen Z.
The danger for marketers is that Gen Z is not “millennial-lite” or “millennial-extra-strong”, but different in distinct ways. Gen Z not only challenges how brands communicate, they challenge the very notion of a brand’s authenticity and transparency in digital.
Editor’s Note – first presented at AM in June. Family Co-Viewing & Ad Impact in a Multiscreen World
The deck’s sub-heading is, “Using Neuroscience to Evaluate Advertising Engagement While Co-Viewing.”
The research was comprised of five methodologies: Core Biometrics, Eye Tracking, Facial Coding, Behavioral Coding and Self-Reported information.
Four key findings:
- Children focus on TV screen despite second screen 75% of the time
- The 2nd screen generates higher engagement with ads, but lower attention
- Shorter ad pods will retain children’s attention, but there’s a substantial drop in attention to ads while watching longer ad pods
- Key conversations on advertising and content – children have strong purchase influence when exposed to products in ads.
There are four business applications as well in the complete deck.