Keynote: The New Value Exchange: How to Reach Gen Z with Advertising

Session details:

As subscription costs continue to rise, ad-supported TV is becoming an increasingly attractive option for consumers. But reaching Gen Z requires a different approach. Compared to older generations, Gen Z spends significantly less time with traditional television and far more time on social video platforms, shaping new expectations for advertising. In this keynote presentation, Hub Entertainment Research principal Jon Giegengack will explore the latest research on Gen Z viewing behaviors, attitudes toward ad-supported experiences, and the evolving value exchange that determines when, where, and why they're willing to engage with advertising.