China’s Gen Zers are poised to become the most affluent generation in world history. Here’s how to reach them.

By Emma Shepherd

• Gen Z consumers in China have the?fastest spending growth ?out of any generation in the country, with spending expected to quadruple by 2035.

• This consumer is quickly taking the crown of the “wealthiest customer generation ever to enter the market,”?according to ?Jing Daily.

?? Lightbulb moment

When aiming to reach Chinese Gen Z consumers, global brands need to consider the rising importance of “Guochao” and ensure they are infusing their local campaigns with the cultural pride, values, and preferences.

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AI could be the key to unlocking greater CTV spend

By Rohan Castelino

• As connected TV grows and marketers seek content transparency, AI may provide insights that marketers have never had access to before.

?? Lightbulb moment

“AI, ironically, may offer the best path for buyers to scale investment in ad-supported streaming.”

— Rohan Castelino, CMO,?Iris.tv

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Francesca’s Traci Graziani on merging in-person experiences with digital

• Francesca’s VP of Marketing Traci Graziani believes the future of retail will be driven by the customer, as marketers angle to align with what they want.

• Taylor Swift and Beyoncé’s recent concert tours boosted Francesca’s sales last summer.

?? Lightbulb moment

“Driving store traffic is a huge lever for our business. We need to do that and we have to do that in creative ways, so CTV is certainly one of those more top of funnel [tactics], but it is fueling both boutique traffic, as well as digital.”

— Traci Graziani, VP of marketing, Francesca’s

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Attention metrics: Next frontier of digital ad measurement or red herring?

By Damian Fowler

• Attention metrics may be dethroning viewability as the industry-wide measurement standard, according to?a recent study ?by Insider Intelligence.

• Key?challenges stand in the way of attention metrics becoming a currency, not least of which is defining what they are.

?? Lightbulb moment

"The focus and conversation around attention really signals that we are dissatisfied with the metrics that we have today.”

— Jonathan Stringfield, VP of global business research and marketing, Activision Blizzard

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