Reach Gen Z & Millennials with Digital Out-of-Home
This uncertainty of TikTok’s future doesn’t benefit brands who need to be visible now. With spring fashion, festival season, and other special events on the horizon, advertising dollars need to shift to other channels that effectively reach audiences found on the social media platform.
In the US, about 60% of adults under 30 say they use the app, Gen Z and Millennials being the largest audiences on the platform. Gen Z is about a quarter of the U.S. population now, and while they are social media natives, research has shown they prefer certain forms of advertising. Guess which ads tend to have the most positive perception? Yep, out-of-home ads.
A study by Kantar Millward Brown revealed that Gen Z digs traditional media, with outdoor or OOH topping the list at 55%, followed by cinema and magazines. Out-of-home also feels like media they consume or control on their terms. While Gen Z enjoys being online, they dislike online ads and are cognizant of their tracking, with 52% of those surveyed saying they use ad blockers.
For brands that need an effective way of reaching Gen Z and Millennials, out-of-home is the path forward, especially considering the benefits of digital out-of-home (DOOH). With a range of formats to choose from, speed to market, and flexibility, DOOH is perfect for brands looking to experiment with outdoor advertising.
To help you get started, here are 5 Tips for planning your next DOOH campaign.
Five Tips for Your Next Digital Out-of-Home Advertising Campaign
Keep it Simple but Bold: OOH ads tend to have higher recall than other forms of advertising, this is in large part because of simple and clear messages. Think about what you want your audience to feel and what you want them to do after seeing your ad. Be intentional with text and keep it between 5 - 7 words. Contrasting colors provide an opportunity to catch people’s attention.
Use Contextual Messaging: Because you can have ads run based on contextual triggers such as time of day or the weather, you can adapt your messaging to appeal to your audience’s mindset. For example, a QSR brand can advertise their breakfast menu during the morning commute or when temperatures start to climb, start showcasing their cold beverages.
Adapt Messages by Location: Different markets may respond to different creatives and messaging. For example, you may want to invoke something unique to your market such as a historical landmark or even the local sports team. The Auto Club Alliance has activated campaigns featuring Eagles players to reach Philadelphians.
Tell a Story: A mix of screens and locations ensures you are telling a consistent story that resonates with your target audience. This will help your audience to recall your message and act on your call to action. A great example of this is Summer Friday’s campaign reaching travelers by leveraging airport media including TSA security trays.
Measure to See Results: Out-of-home measurement begins with location-enabled device data and understanding how your audience moves through the physical world, where your OOH ads are placed. Out-of-home attribution helps us understand what actions your audience has taken after being exposed to your OOH ads. You can validate website traffic, footfall (store) validation, app activity, or a brand lift.
Ready to capture the attention of Gen Z and Millennials? Digital out-of-home delivers. No matter what level of experience and understanding you have of DOOH, we are here to guide you through every step of the way.
Reach out today by saying hello@pjxmedia.com or contact us.
