The best way for marketers to reach Gen Z is to stop them “in their tracks.” A new study from Kantar Millward Brown reports that 69% of 16-19-year-olds like ads they can skip, and they’ve become the most ‘adept’ generation in the U.S.

The best way for marketers to reach Gen Z is to stop them “in their tracks.” A new study from Kantar Millward Brown reports that 69% of 16-19-year-olds like ads they can skip, and they’ve become the most ‘adept’ generation in the U.S. at downloading ad blockers. Since “buying 'non-skippable' content is not a recommended option,” the firm suggests getting creative, and having a sense of humor: Gen Z is three times more likely to respond to funny advertising. (CNBC)