Every generation interacts differently with the way they are being advertised to, but only a few have been able to accomplish leaps and bounds in the advertising landscape as Gen Z has. Born between the late 90s and early 2010s, Gen Z has grown up in a digital world, yet they are still highly responsive to out-of-home (OOH) advertising.
For advertisers, this is great news as it means they can reach young audiences with an understanding of how they are highly susceptible to OOH. Out-of-home ads are able to cut through the stale digital ads and drive both online and offline engagement with authentic and personalized advertising.
Why Gen Z Likes OOH
Gen Z viewers are digital natives and have spent much of their lives online. This deep integration with the online sphere has caused an inverse effect, as they value real-world experiences and authentic messaging much more due to the flood of digital clutter in all their lives.
Furthermore, Gen Z gravitates to bold visuals and prolific imagery. OOH excels are delivering short and impactful creative assets that truly stick since the digital sphere has inundated them with a constant flow of digital visuals, ones that appear in the real world stick so much more.
Best OOH Formats to Reach Gen Z
The billboard format to reach Gen Z most effectively has to be one that combines digital elements that resonate with their digital native upbringing, but also delivers the unmissable impact classic out-of-home ads deliver.
The best formats are:
- Digital Billboards (DOOH)
- Visually striking and dynamic
- Ideal for multiple creative assets and for time-sensitive campaigns that can convey urgency through countdowns
- Perfect for new product launches and service releases
- Murals & Wallscapes
- Highly instagrammable creatives that invite viewers to share on social media
- Perfect for artsy and younger neighborhoods
- Great for cultural pieces, lifestyle, and fashion companies
- Event-Based OOH
- Festivals, concerts, and college campus activations align directly with where Gen Z are
- Allows for more creativity with experiential installations that stand out and easily go viral
Final Thoughts on OOH & Gen Z
OOH is uniquely effective for the Gen Z audience. By combining bold formats with creative visuals (especially digital), brands can precisely lock into the Gen Z lifestyle and mindset. Marketers and ad buyers alike have to understand that digital is not all where it’s at—the real world still works just as well!
