Engage Gen Z: Outdoor Ads for Authentic Impact

Introduction

Generation Z, those born between 1996 and 2010, are currently the main focus for marketers who are trying to understand what motivates this elusive demographic. Colloquially known as Zoomers, this generation makes up about one-quarter of South Africa’s population. They are true digital natives, always informed and "always on", having grown up with the internet as part of their daily lives.

The On-Demand Life of Generation Z

Generation Z’s identity has been shaped by social media (44% of Gen Z spend most of their time on social media), a turbulent political and economic landscape, and the Covid-19 pandemic. This generation has lived their entire lives in an "on-demand" environment. When they need a ride, they use Uber. For groceries, they use Checkers Sixty60 or Mr Delivery. If they want to listen to their favorite song, they don’t wait for it to come on the radio; they find it on Spotify. And when they want to watch their favorite show, they don’t schedule their day around an 8 pm showtime; they watch it on Netflix whenever they choose.

What Matters to Generation Z?

Authenticity

Growing up in the influencer era, Gen Z is wary of inauthentic influences. Research shows that 84% have lost faith in influencers, while 86% are more likely to buy a product recommended by a friend than by a paid influencer.

Sustainability

More than half (54%) of Gen Z refuse to buy products from non-sustainable brands, while 66% engage in belief-driven brand choices and 43% prefer to support companies that give back. However, they expect brands to walk the talk: 51% of Gen Z believe that if brands don’t talk about their sustainability initiatives, then they’re not sustainable.

Disinterest in Ads

Growing up in a digital age, Gen Z has been inundated with ads from an early age. This means that when it comes to advertising, they are skeptical at best and indifferent at worst. A staggering 99% are ready to skip an ad when they encounter it, while the majority (63%) use ad blockers.

Offline Connection

For Gen Z, growing up in a world dominated by the internet has catalyzed a swing towards offline activities. Research shows that over 50% of Gen Z are actively exploring ways to limit screen time, such as reading books, spending time outdoors, and having digital-free date nights.

Outdoor Advertising (OOH) and Generation Z

Gen Z’s Advertising Preferences

This desire for offline connection is increasingly reflected in Gen Z's advertising preferences. The top four mediums listed by Gen Z, in terms of how they want brands to communicate with them, are point of sale, sponsored events, out-of-home (OOH) advertising, and digital out-of-home (DOOH) advertising.

Impact of Outdoor Advertising

Outdoor advertising has a high recall rate, with 72% of Gen Z remembering an outdoor ad, subsequently visiting the brand’s store (60%) or following the brand online (49%).

Sustainability in OOH

Outdoor advertising also taps into Gen Z’s sustainability awareness. This medium allows brands to execute more environmentally-friendly campaigns than other media types when measured by contact or financial investment. A KPMG study found that the OOH industry produces the least amount of carbon emissions per impression compared to other media like online, TV, radio, and print.

Active Participation in OOH

Growing up in an on-demand world, Gen Z doesn't want to passively consume media; they want to participate. Gen Z is drawn to co-creation, with 92% saying they want to be involved in the process. OOH enables this through innovative platforms like Tractor’s #DOOHShare, which allows users to submit personalized content through a mobile site, broadcasting these messages on digital billboards for all to see.

Personalized Content

Programmatic DOOH offers the ultra-personalized content that Gen Z expects. Data-driven insights and dynamic content triggering allow messages to be tailored to audiences based on location, time of day, and seasonality, while mobile out-of-home (MOOH) retargeting delivers exclusive and personalized offers to the consumer.

Conclusion

Thus, OOH and DOOH provide a powerful opportunity to connect with Gen Z and should be part of your platform stack when targeting these younger, upwardly mobile audiences. Billboards and other outdoor media align with Gen Z’s preferences for authenticity, sustainability, and offline connection, making outdoor advertising a key strategy for outdoor advertising companies and advertising companies near me looking to impact this generation.