Kantar Millward Brown recently released a study on Gen Z’s behaviours, attitudes and responses to advertising to help marketers understand them better. The report is called AdReaction: Gen X, Y & Z. It’s actually the first global study focusing on the similarities and differences between generations. Kamal Oberoi, Media Insights & Analytics APAC Specialist at ‎Kantar Millward Brown is on the line with us today to talk about what makes the digital natives tick and how best to engage them.

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Tags:  marketing mojo,  ad skipping,  gen z,  ad reaction,  kantar millward brown