Are you trying to capture Gen Z’s attention but having no luck? Have your expectations for digital advertising fallen short because of your minimal ROI? Your next stop should be bus advertising.
Who is Generation Z?
Generation Z, also known as Gen Z or Zoomers, is the next generation of decision makers and consumers, meaning it is imperative to understand their buying habits. Exposed to digital media since birth, they have grown accustomed to having information at their fingertips with help from search engines and social media.
That also means they have had their entire life to learn how to ignore digital ads. From the moment they wake up, Gen Z sees sponsored posts on their social media feed, promo emails in their inbox, notifications for a limited-time lunch deal, ads on games, influencer posts, ads interwoven into their podcasts and the list goes on. You name it, they have learned to ignore it. But wouldn’t you if ads interrupted every time you went online?
But why does the younger generation block out these ads? So often, online ads are interruptions, getting in the way of the content that they are consuming. With the flood of digital ads, a majority of Gen Z have installed ad blockers, attempting to escape advertisements (Millward Brown).
Marketers—don’t panic! The good news is that 84% of Gen Z pay attention to Out of Home Advertising including transit advertising such as bus exteriors, benches and shelters (OAAA).
Understanding Gen Z’s Preferences is Crucial
Imagine you are streaming your favorite song on the way home from work. Suddenly, your music set to the perfect volume is cut off by an abrupt, noisy advertisement. Now this product is one you will not buy because of an unenjoyable experience based on volume and wrong timing. Let’s dive into why!
Gen Z Prefers Non-disruptive Ads
58% of adult Gen Z do not approve of ads that interrupt their content intake, which is a large problem they have with digital ads. Too many ads break up streaming services, podcasts, social media and more. Additionally, 44% of them do not like ads that are too loud, a common problem when interrupting videos that have lower volume adjusted for the viewers (Statista). With those traits in mind, it is important to understand what they like.
Creative Ads Draw in Gen Z
52% of Gen Z say that the best ads are creative and entertaining, making this a focus when designing a campaign. Not too far behind is humor, with 43% of participants saying that is the most important quality. These are certainly big factors for Gen Z when it comes to engagement (Statista).
Remember, customer experience starts with your ads. Understanding when your audience is most receptive is vital. That may not be when they are consuming content, which is the premise of digital marketing.
The key point here: don’t be a disruption to Gen Z.
Reach Gen Z with Bus Ads
Bus advertising, a popular out-of-home (OOH) advertising medium, checks the boxes for Gen Z: creative, quiet and non-disruptive. It is a form of media that does not interfere with their daily habits of scrolling through social media, driving to work or streaming their favorite videos. While Gen Z is commuting around their city, they will always see buses and cars alongside them. The bus ad never stops them on their journey to their destination, but it gives them new information to easily take in. According to Neilsen, OOH ads reach 90% of US travelers above the age of 16. So, bus ads are a great avenue to take when marketing. And obviously, there is no problem with the sound!
Bus Ads Can’t Be Blocked
Bus advertisements remove many of the concerns about digital tracking which increases comfort for Gen Z. Privacy is becoming more of a worry with so much of our personal information online. Digital marketers and agencies can display ads based on previous online interactions, pushing a targeted ad to the viewer. This can be uncomfortable for Gen Z knowing that ad was placed because of data collection.
With this increasing concern, Gen Z is installing ad blockers, causing unsuccessful online marketing campaigns. Fortunately, OOH ads like bus ads avoid this problem entirely. Bus ads are free of tracking systems and additionally, Gen Z can choose how long they look at the ad with a quick glance away. They can also freely pursue additional information by searching for a company online while not feeling forced (OAAA). By advertising on buses, you are creating a feeling of comfort for your Gen Z audience, further cultivating a strong customer experience.
Bus Ads Drive Online Traffic
The most effective campaigns take over a multitude of formats. For example, bus ads and digital marketing are a perfect pair. By choosing bus ads, you increase brand awareness throughout your target market. In return, those who see your bus ad with bold branding, QR codes and your website URL will be more likely to investigate your company digitally. Driving online traffic has never been easier with bus ads.
Marketers want people engaging with their ad and product. With bus ads, a company can gain 70,000 impressions daily without disrupting content consumption. With this positive ad experience, 66% of people with smartphones acted after viewing an OOH advertisement, such as bus ads. And over 40% of people specifically look up the company or ad they encounter. This shows how effective OOH advertising is with the right timing, keeping in mind the quality of creativity and entertainment that was mentioned above (OAAA).
Watch this short video to learn more about the partnership between OOH ads and increased online activity.
Adsposure is Here to Help you Reach Gen Z
Transit advertising makes it possible to effectively reach Gen Z. It is not a surprise Gen Z loves transit advertising— a non-disruptive media that invites them to look, not forces.
Do you want to see what cities in the U.S. you can reach with transit advertising? Check out this page to see what markets Adsposure serves.
Your next Gen Z-approved marketing campaign is closer than you think. With your own support team made up of an account executive, project manager and designers, we will get your message out to Gen Z, catering to their love for creativity and entertainment. Contact us here!