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Mediassociates Hires Alicia Weaver as Executive Director, Offline Activation
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(Digital) Growing Pains
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Mind the Snap

Gen Z is the first digital native generation. Born around 2000 or later, they intuitively know how to swipe a phone and download an app — and unlike previous generations, all stages of their lives have been captured on social media. They are more than just media trendsetters: Gen Z has annual purchasing power of $44 billion per year, and 73% of this cohort say they would make a purchase based on a social media communication. Marketers ignore Gen Z’s use of social media at their peril.
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Marketers: Is this a Gen Z?

Millennials tend to get all of the media’s attention, but in between that generation’s attempts to spend all their money on avocados and kill mayonnaise, Generation Z has been quietly coming into its own. Mediassociates invests heavily in researching media trends among Gen Z (born 1995 to 2015), and we’ve restructured our media offerings in the past several years around digital, mobile, social, and geo-data to speak specifically to these audiences.
Why is understanding Gen Z important? This generation now accounts for 24% of the world’s population, and in the United States, Gen Z controls about $148 billion in annual spending power. It’s not just the future. Gen Z has arrived and is vital for today’s marketing results.
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Be Responsible, Be Useful, Be There: On the Ground at Google Marketing Live 2019

Mediassociates recently attended Google Marketing Live 2019. While there we got a preview of some of the products that Google will be rolling out this year. Here are some of the highlights:
BE RESPONSIBLE Privacy is a hot topic and Google addressed the issue throughout the event. While personalization matters, privacy is the priority, was a common refrain from the main stage and break-out sessions. There is an ongoing tension between delivering relevant, personalized ads and honoring an individual’s privacy requirements and advertisers are concerned how long-term funnel measurement will be impacted by the recent and future privacy changes (GDPR, ITP, CCPA in California).
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