The Gen Z demographic, born between the mid-1990s and the early 2000s, represents a powerful and influential consumer group. With their strong digital presence and affinity for technology, marketers need to adapt their strategies to effectively reach and engage this generation. One highly effective option for marketing to Gen Z is Digital Out-of-Home (DOOH) advertising. In this article, we will explore why DOOH is a great option for marketing to Gen Z and how it can help brands connect with this important consumer segment.
Reasons Why Digital Out Of Home Advertising Is Ideal For Millenials And Gen-Z
At present, more than half of Generation Z as well as millennials, tend to block ads as soon as they find them coming into the way of their entertainment. The transfer in audience consumption behaviors leads to greater investment marketing. Given below are five reasons why DOOH advertising is the right option for millennials.
1. Owing To Their Tech-Savvy Nature.
First and foremost, Gen Z is a generation that has grown up in a digital world. They are digital natives who are constantly connected to their devices and have a high level of comfort with technology. DOOH advertising provides an excellent opportunity to capture their attention in the physical world while leveraging their digital inclinations. With the integration of technology and interactive features, DOOH can deliver engaging and immersive experiences that resonate with Gen Z.
2. It Offers Real-Time Experiences.
DOOH also aligns well with Gen Z’s preference for authenticity and meaningful experiences. This generation values experiences that are real, relatable, and aligned with their personal values. DOOH campaigns that feature authentic content, user-generated content, or highlight social causes can resonate strongly with Gen Z. According to a study by Adweek, 63% of Gen Z respondents reported that they prefer ads that feel authentic and real, making DOOH a perfect medium to convey genuine messages and experiences.
3. Strategic Placement Of DOOH Screens.
Furthermore, DOOH offers the advantage of reaching Gen Z, who spend a significant amount of their time – in public spaces. Whether it’s shopping malls, transit stations, or college campuses, DOOH screens are strategically placed in high-traffic areas where Gen Z is likely to be present. This physical presence allows brands to capture their attention during their daily routines, making a lasting impression and increasing the likelihood of brand recall.
4. Influences The Buying Behavior Of Gen-Z
When it comes to the effectiveness of DOOH in reaching Gen Z, statistics paint a compelling picture. According to a survey by Nielsen, 76% of Gen Z respondents noticed digital billboards in the past month, and 73% took action after seeing an ad on a digital billboard. This high level of engagement is indicative of the impact that DOOH can have on Gen Z consumers. Moreover, a study conducted by the Outdoor Advertising Association of America (OAAA) found that DOOH advertising increases ad awareness among Gen Z by 60% compared to traditional advertising formats. These statistics underscore the effectiveness of DOOH in capturing the attention and influencing the behavior of Gen Z consumers.
5. Integration Of Online And Offline Channels
Additionally, DOOH provides the opportunity for seamless integration with digital and social media platforms, allowing brands to extend their reach and engagement with Gen Z. By incorporating elements such as QR codes, social media handles, or hashtags into DOOH campaigns, brands can encourage Gen Z to interact and share their experiences online. This integration of online and offline channels is essential for reaching Gen Z, who are highly active on social media and seek to engage with brands in a digital context. DOOH advertising has been growing exponentially in recent years, with roughly 6700 digital billboards in the US, growing to approximately 218,000 DOOH screens in the US in 2023.
6. Catches Attention Quickly
Lastly, DOOH advertising allows for real-time optimization and agility, which is crucial when targeting Gen Z. This generation is known for its short attention spans and quickly evolving interests. With programmatic DOOH, brands can adapt their messaging, creativity, and targeting based on real-time data and insights. This flexibility ensures that brands stay relevant and capture the ever-changing preferences of Gen Z.
7. OOH Is Excessively Interactive
Owing to the nature of a blank canvas, this medium provides a collection of creative marketing possibilities. A lot of these are highly interactive as well as experimental, which takes advantage of the adjoining spaces. The out-of-home medium is extremely relevant as it complements the surrounding it exists. The billboard ads are presented only when the weather conditions are in favor, so there are no possibilities of wasted impressions.
8. Resonates With The Millennials In Comparison To Other Mediums
As it appears, the out-of-home advertising appeals largely to Gen Zers as compared to other media existing in the background. Digitally native Gen-Zs might not be a big fan of the medium, although the affinity they share for it makes a lot of sense. OOH is proven to grab the maximum attention of users, where 84% of the total viewers consist of millennials. In a generation which is overwhelmed with ads, what’s better than a DOOH promotion?
9. Industry-Leading Agencies Are Investing In It
Last but not least, a number of companies have been investing in DOOH as it encompasses a larger portion of their media mix. It is not a coincidence that all these digital industries are investing in this form of marketing, strongly appealing to the millennials because they comprehend the kind of ad formats watched by the latter. Major tech brands such as Google, Amazon, and Apple are also inhibiting the Digital Out Of Home marketing.
Wrapping It Up
In conclusion, DOOH advertising presents an excellent opportunity for brands to effectively market to Gen Z. With its digital integration, authenticity, physical presence, and high engagement rates, DOOH aligns perfectly with the preferences and behaviors of Gen Z consumers. By leveraging the power of DOOH, brands can create memorable experiences, increase brand awareness, and establish meaningful connections with this influential demographic.