OOH Ads for Engaging Gen Z and Millennials

Newer Generations Prefer OOH

With Gen Z entering the work force alongside the already come-of-age Millennials, both generations are wielding greater spending power as brands look to OOH to capture their attention. The latest Harris Poll survey on DOOH effectiveness found that 80% Gen Z and 74% Millennials view DOOH as the most favorable advertisement format.

The same study found that 89% Gen Z and 79% Millennials say they’ve taken an action after recently seeing a DOOH ad, including visiting or making a purchase at an advertised store or restaurant, watching an advertised TV show, or recommending the advertised product to others.

These younger consumers are also likely to take actions on their mobile devices after exposure to DOOH ads, with 85% Gen Z and 82% Millennials performing some sort of mobile activation such as searching online, visiting a website or social media, or downloading an app.

Younger consumers respond to celebrities and influencers in ads

Insights from Morning Consult indicate that younger consumers like Gen Z and Millennials are likely to be influenced by the appearance of celebrities or influencers in their ads when it comes to making a purchase, at 37% and 44% respectively. The use of influencers and celebrities in ads is certainly not new but the bump in activations generated, also due in part to social media, further entice brands to look to OOH for the greatest exposure.

Younger consumers are spending big

Luxury brands are turning their attention to Gen Z with greater focus as a Bain & Company report shows that by 2025, 70% of the luxury market’s growth will be attributed to Gen Z and Millennials.

Becoming keenly aware of their spending power, brands like Chanel are presenting creatives that align culturally with Gen Z and Millennials- a high value audience for the luxury category; a recent Harris Poll report found that 64% of Gen Z consumers recently recall seeing a luxury OOH ad, and 91% of Millennials that recently viewed a luxury OOH ad engaged with it.  

Brands change their tone to reflect current trends

With current trends reflecting a shift towards younger generations holding greater spending power, both luxury and every day brands are doing everything to grab the viewers’ attention. The implementation of vernacular made popular by social media helps to turn heads and like celebrities and influencers, creates a bond between the ad and the consumer.

Advertisers target students

By utilizing ooh advertising, colleges can reach a broad audience of potential higher education students. These advertisements can offer information about the college’s programs, amenities, and advantages with clear calls to action like QR codes and website addresses.  

Student loan services also utilize Out of Home advertising to address relevant issues of current and prospective college students, informing them about loan options and assisting in the exploration of scholarship opportunities. 

Reaching and engaging Gen Z and Millennial consumers remains a top priority among marketers. Fortunately, the real-world placement of OOH ensures brands can break through the noise of busy urban life and drive critical action.