How advertisers can reach Gen Z

Forget millennials, Gen Z is the new golden goose for advertisers. With a staggering $450 billion in spending power, this tech-savvy generation is highly selective about where their money goes. Reaching them requires a multi-pronged approach that caters to their short attention spans and fragmented viewing habits, according to a new report by Samba TV.

The report, titled "2024 Guide to Targeting Gen Z," dives deep into the media consumption habits of this influential demographic. Key takeaways include the dominance of mobile video (88% watch weekly), their preference for specific streaming platforms (think YouTube, Instagram, TikTok), and a surprising openness to AI-powered content (61% view it positively).

"Gone are the days of the one-size-fits-all advertising strategy," says Rebecca Fine, Assoc. Director of Marketing Insights & Content at Samba TV. "Gen Z is constantly on the move, consuming content across screens and platforms. Advertisers need to be nimble and adaptable to capture their attention."

The report also highlights the types of content resonating with Gen Z. Shows like Griselda Reacher and True Detective are top performers, while beer brands and health & pharmaceutical companies are effectively reaching this audience through targeted TV advertising.

So, how can advertisers win over Gen Z? Here are some key takeaways from the Samba TV report:

• Embrace innovation and diversity: Gen Z values brands that push boundaries and embrace inclusivity.
• Target with precision: Don't waste resources with a scatter-shot approach. Understand their specific viewing habits and tailor your message accordingly.
• Go omnichannel: Gen Z seamlessly moves between screens. Your advertising strategy should reflect that.

Samba TV's report offers a roadmap for advertisers looking to connect with this elusive yet highly valuable generation. By understanding their preferences and tailoring their approach, brands can unlock the immense potential of the Gen Z consumer.