Millenials and Generation X are labels that we have given to people based on their age – but does that mean people in a single category all enjoy the same content? It’s an interesting thought process that Google have recently analysed and in their findings a new categorisation was born “Gen C”.
Gen C is a powerful new force in consumer culture. It describes people who care deeply about creation, curation, connection, and community. It’s not an age group; it’s an attitude and mindset defined by key characteristics. 80% of millennials are made up of Gen C, YouTube’s core (though by no means only) audience. Given their thirst for quality viewing, Google set out to test whether Gen C could be engaged with commercial advertising enough to watch it to the end – the skippable advert:
We started with the Mountain Dew® Kickstart™ “Come Alive” spot—a popular ad that had been running on television and TrueView for two months and earned nearly 9 million total views on YouTube. Our mission was to take this ad and make it even more “unskippable,” especially on mobile.
“The Original” – 30 Seconds: Mtn Dew Kickstart ad v1
The theory: “The Original” video production served as the control in our experiment. It’s a 30-second spot with a classic ad story arc that has a clear beginning, middle, and end. With a great story, great action, great editing, and a great song, this ad should make for a winning combination.
“The Big Punch” – 31 Seconds: Mtn Dew Kickstart ad v2
The theory: This 31-second mobile ad recut starts with a big, bold product shot and a countdown, signalling that something cool is about to happen. The idea here is to get the brand in front of the audience before viewers can skip the ad. From there, the story arc isn’t as clear as it is in “The Original,” but it has lots of the same action. It might not deliver on viewership, but it should work hardest at lifting brand metrics.
“Pure Fun” – 93 Seconds: Mtn Dew Kickstart ad v3
The theory: The “Pure Fun” recut is significantly longer than the first two ads at 1 minute, 33 seconds. The brand and product are featured over time, but less explicitly than in the first two ads. It doesn’t feature a strong story arc; Instead, it drops viewers into the middle of the action without music or any real sense of what’s happening.The cut should appeal to viewers who want keep the unexpected coming.
Findings from “The Mobile Recut”
What did we find? While there wasn’t one clear winner across all the metrics we looked at, we did find that mobile may offer a fresh canvas, inviting creatives to ditch ad norms and have a little more fun.