Demo Spotlight: Insights From Our Guide to Targeting Gen Z
Assoc. Director of Marketing Insights & Content
May 17, 2023
No generation better epitomizes the modern changes in how we engage with media and advertising than Gen Z. Born with a device in hand, Gen Z is more willing than ever to engage with emerging technologies that drive real-life business outcomes - great news for advertisers looking to reach this digitally savvy generation. We took a look at some of their defining habits and how they’re engaging with content to help with Upfronts planning.
Read on for some key learnings from the two-sheeter and be sure to check out Samba TV’s audiences to find your Gen Z targets.
Gen Z engages with TV differently than any other generation
65% of Gen Z doesn’t have a cable subscription, making it extremely important for advertisers targeting Gen Z to embrace a true omniscreen approach and stay nimble with their targeting strategies. So where can advertisers reach this elusive audience? Our data shows that 82% of Gen Z watches TV via streaming services, meaning the digital world is a great place to start.
When Gen Z streams, they do so differently than other generations. 92% of Gen Zers stream video content on mobile, compared to, for example, just 68% of Gen X and 42% of baby boomers. And when they do stream, they aren’t afraid of ads, with 88% of Gen Z streamers watching AVOD content.
While they’re clearly committed to streaming, they aren’t committed to just one platform. Almost 1 in 3 Gen Zers plans to subscription cycle in the next six months (defined as signing up for a streaming service to watch one program, promptly canceling that subscription once the program is over, and then signing up for another). Advertisers need to make sure they are staying flexible with their strategies to reach this fickle audience where they are any given day.
Social media and entertainment platforms are key to engaging Gen Z
Social media is the #1 way Gen Z hears about new shows and movies, with 76% of Gen Z using social platforms for ideas of what to watch. Advertisers looking to drive tune-in among Gen Z should seek out culturally relevant opportunities across screens to supplement campaigns.
Tik Tok is particularly favored by Gen Z, with almost 7 in 10 Gen Zers using the platform weekly. Samba TV was recently featured on TikTok’s NewFronts presentation to detail impressive tune-in results across screens, highlighting the platform’s value in driving conversions. Households that tuned in after TikTok ad exposure watched each program for an average of 86 minutes, which was 26% higher than unexposed audiences - great news for streamers looking to keep Gen Z viewers on their platform and engaged with their broad portfolio of content.
The consumer journey looks different for Gen Z
Where there is Gen Z, there is a mobile device, with a whopping 85% of Gen Z using their phones while watching TV. This presents advertisers with exciting ways to drive measurable outcomes instantly if they embrace emerging technologies. These viewers are poised to spend as they watch TV, with almost half of Gen Z online shopping while they stream, but advertisers should get creative with their calls-to-action. Over 1 in 3 Gen Zers has purchased a product through a QR code shown on a TV ad, highlighting their propensity to take immediate action when they’re interested in a product.
Whether you are looking to drive online purchases or sign-ups to a subscription service, advertising has new potential for performance-based outcomes with Gen Z. Find them where they are (Samba’s audiences is a great place to start) and use data to measure what’s working.
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