Gen Z Marketing with DOOH
Who is Gen Z?
Generation Z, also known as post-Millennials or Centennials, continues to be a significant economic force that marketers cannot afford to overlook. Born between 1997 and 2012, this generation ranges in age from 11 to 26 today.
Although Gen Z accounts for approximately 21% of the total US population, their spending power is impressive, estimated at $360 billion in disposable income according to a 2021 Bloomberg study. This figure is only expected to grow as more Gen Zers enter the key 18-49 age range.
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
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Written by: BM Outdoor Editorial
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Outdoor Advertising Options
Explore key OOH formats by category and jump into details for specs, placements, and availability.
Billboards
Billboards are large outdoor advertising structures that attract attention from drivers and pedestrians. They provide an excellent platform for brands to showcase their message to a wide audience.
Posters
Posters are versatile advertising formats typically used in high-traffic areas. They can effectively convey promotional messages or branding with striking visuals.
Transit Advertising
Transit advertising takes advantage of public transport systems to reach commuters. It includes ads on buses, subway stations, and shelters, ensuring maximum visibility to a diverse audience.
Specialty Advertising
Specialty advertising encompasses unique formats, such as murals and kiosks, which can provide a creative and engaging way to connect with consumers in specific locations.
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