As shopping habits show younger audiences are demonstrably seeking physical experiences and embracing local shopping, it’s therefore logical to surmise that OOH advertising, complemented by ever-present digital (especially social) media could and is becoming an increasingly effective strategy to connect with this sought after demographic.
So how can advertisers use Out of Home IRL (as the kids say…) to reach this audience:
Interactive OOH displays: Catching their eye
Gen Z exhibits a higher propensity to notice and interact with interactive OOH posters. An impressive 62% express their willingness to engage with such displays, making OOH advertising an effective means to capture their attention and prompt action.
Real-time engagement: Driving action
Engagement with interactive OOH by this audience often translates into tangible outcomes. More than a third (38%) of Gen Z individuals who engage with interactive OOH proceed to make a purchase, while nearly half (49%) choose to follow the brand. This signifies that many under 30s are not merely receptive but also highly responsive to OOH advertising.
Bridging the digital-physical gap: A seamless connection
OOH advertising seamlessly bridges the divide between the digital and physical realms for Gen Z. By offering immersive experiences, interactive elements, and real-time promotions, OOH campaigns can drive this audience towards physical stores and encourage local shopping.
Social media integration: Sharing experiences
OOH advertising strategies can incorporate elements of social media, prompting Gen Z to share their experiences online. This integration fosters a sense of community and amplifies brand messages, transforming this group into active participants in the brand’s narrative.
Authentic narratives: Honesty wins
Gen Z places a premium on authenticity and meaningful brand stories. OOH advertising provides a demonstrably trusted platform for conveying a brand’s history, mission, and values, nurturing a genuine connection with this audience.