Millennials and Gen Z do not make marketing easy. Both generations are quick to scorn brands that they deem inauthentic or unethical. More than half of millennials use some type of ad-blocking service, and Gen Z is even more likely to do so. This has led to a decline in the effectiveness of TV, radio, and digital advertising. In turn more brands utilize out-of-home (OOH) marketing. For generations that value originality and real-world experience OOH really resonates. One of the best ways to reach these generations is through College Out-of-Home Advertising.
Generations Y and Z love media, but they have a low tolerance for ads that interrupt or distract from their online content. This is where outdoor and experiential ads have a strong advantage; they promote brand awareness, relevance, and a stronger costumer relationship by being woven into consumers’ daily lives.
A recent global study found that Gen Z ranked OOH as their #1 preferred form of advertising. As digital marketing becomes increasingly saturated, it’s interesting to note that consumers are 48% more likely to click on an online or mobile ad after seeing the ad in an out-of-home format first. Consumers’ trust and engagement is essential, and OOH helps brands stand out while increasing their credibility and authenticity.
Location, Frequency, and Context
To effectively impact consumers with OOH marketing, it is important to keep location, frequency, and context in mind. OOH helps your brand stay on consumers’ minds and used correctly can be thought-provoking and inspire consumers to visit sites and stores. Be conscious of where you place OOH ads and how that could affect audiences’ response. In other words, college out-of-home advertising reaches the student. An attribution study found that retail store visits increased with ads displayed on their target markets’ commutes. Consumers spend 70% of their time outside, and brands that are able to meet consumers where they are and offer real-world influence will have a much easier time connecting with generations Y and Z than those that only try to override the ad-blockers and streaming services.