Faaez Samadi
Jan 11, 2017

Gen Z challenges SEA brands: Kantar Millward Brown

New report says Generation Z is the hardest to reach for advertisers in the region, with almost a quarter of the cohort using ad blockers.

Generation Z represents the largest obstacle for advertisers and marketers in Southeast Asia as it is the most difficult age group to reach through advertising, according to a new report from Kantar Millward Brown.

AdReaction Engaging Gen X, Y and Z is the agency’s first comprehensive study of Gen Z, an increasingly important consumer group for marketers as its members enter the workplace and spend their own money.

The report found...

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