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Advertising

Young people respond to ads, especially with fresh content

By Zod Fang
Deputy Head of Datacenter
GroupM
Zod.Fang@groupm.com


Advertising is important to Chinese young people, according to our 2016 GroupM Project Deep Dive report. More than half of post-'95 respondents in first-tier cities agree with these statements: “I don’t have much trust in products that haven’t appeared in any ad;” and “Advertising has a strong influence on what brand I choose.” The results are similar in second-, third- and fourth-tier cities, where respondents agree with the statement: “Advertising means much to my choice of brands.”

We also found a positive correlation between the frequency that an ad appears the level of trust. At the same time, trust levels seem to decline when ads appear exclusively on the Internet, and this skepticism is more pronounced in lower-tier cities. This finding is interesting because we found that the post-’95 generation spends over two-and-a-half hours a day on the Internet engaged in activities other than watching videos and TV, which account for another period of more than two-and-a-half hours. To reach this important group of consumers we recommend:

1.    Unlearn “old tricks” and learn new ones Members of the post-'95 generation that have grown up in an era of commercial prosperity are highly familiar with all types of brand marketing and repetitive marketing tends to generate fatigue and even resistance. This is also one of the reasons why live video marketing has been so successful this year. 

2.    “ACGize” your content The anime, comic, games subculture has become increasingly popular among the post-’95 generation. Many IPs from the ACG world, such as Onmyoji games, are fervently sought after as ACG content attracts more and more user traffic. Brands need to relate meaningfully to the ACG culture by, by “ACGizing” their content and presenting it in a more familiar format to post-'95 consumers. 

Facilitate content reworking WeChat commentary, online videos, and e-commerce product reviews can all be forms of reworking of existing brand content. We advise brands to create space for members of the post-'95 generation to express themselves. Reworking brand content also makes brand content more down-to-earth and readily accepted by the post-'95 generation. 

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