Before diving into the specifics of what these groups want from OOH advertising, it’s essential to understand why they should be a primary focus for marketers. Both Millennials and Gen Z are digital natives who spend considerable time online. However, despite their connection to digital media, these generations also engage with physical and out-of-home experiences. According to a recent Nielsen report, 55% of Gen Z and 50% of Millennials say they have interacted with OOH advertisements in the past month.
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The key to connecting with these audiences through OOH advertising lies in understanding their preferences, behavior, and expectations. Let’s break down what each generation seeks from OOH media.
What Millennials Want from OOH Advertising
Millennials are a generation that came of age during the internet boom and the rise of social media. They are tech-savvy, socially conscious, and value experiences over material goods. As a result, OOH advertising aimed at Millennials must consider these values to be effective.
1. Authenticity and Transparency
Millennials crave authenticity. They are highly skeptical of traditional advertising tactics and prefer brands that are open, transparent, and socially responsible. OOH advertising that communicates a genuine brand message, whether it’s a commitment to sustainability or inclusivity, resonates with them.
For instance, a billboard advertising campaign that emphasizes a brand’s environmental responsibility or a cause it supports can engage Millennials in a meaningful way. Additionally, using digital billboards to tell an ongoing story or highlight real people (instead of staged models) can also help make the message more relatable.
2. Experiential and Interactive Elements
Experiential marketing is vital for Millennials. They don’t just want to see an ad—they want to interact with it. Digital OOH advertising plays a huge role in creating such experiences. Integrating interactive elements like QR codes, touchscreens, or even augmented reality (AR) into your OOH media can drive engagement.
For example, a digital billboard could allow passersby to engage with the ad by scanning a code for a discount or accessing exclusive content. This approach creates a dynamic experience that goes beyond passive viewing, encouraging Millennials to engage more deeply.
