Gen Z Marketing with DOOH

Why Out-of-Home Makes Sense for Gen Z

Despite being a digitally connected generation, Gen Z prefers out-of-home (OOH) ads more than any other advertising format, with 55% of them holding a positive opinion about OOH ads. This is partly due to the fact that these ads exist passively in the physical world, giving Gen Zers greater control over what they see and making them less disruptive than digital ads.

How to Target Gen Z with DOOH Ads

1. Develop Creatives that Resonate with the Voice of Gen Z

Gen Z values authenticity, inclusivity, and diversity. Therefore, it's crucial to build ads that reflect these values. Creatives focusing on themes such as community, customer stories, social change, and user-generated content can be particularly effective.

2. Focus on Location-Specific Screen Activations

Given that a significant portion of Gen Z is under 18, online targeting can be limited or even illegal in some cases. However, with DOOH ads, marketers can activate screens in specific locations where Gen Zers are more likely to be found, such as malls, college campuses, and cinemas.

3. Provide Direct Engagement Opportunities

Since nearly all Gen Zers own a smartphone, integrating direct engagement opportunities into DOOH ads can be highly effective. Incorporating QR codes that offer additional information or clear actions for viewers can increase interaction and engagement.

In summary, Gen Z is reshaping the advertising landscape, and marketers must adapt. DOOH advertising offers a unique way to connect with these consumers in the real world, provided that strategies are aligned with their values and preferences. By focusing on authentic creatives, location-specific activations, and direct engagement opportunities, brands can establish lasting relationships with the next wave of consumers