Guide to Targeting Gen Z Recap: 4 Key Takeaways for Advertisers

With $450b in spending power, Gen Z consumers have become a key target for advertisers across all verticals. As this audience gets older and gains more spending power, they are showing to be particularly deliberate about where to shell out their cash, making it essential for advertisers to target them in ways that resonate. So where is Gen Z spending their time on TV and how can advertisers effectively reach them? 

Read on for four key takeaways and download the report for a deeper analysis.

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1. With Gen Z streaming content across all different devices and platforms, it’s essential to hone in on your specific Gen Z audience and reach them directly with advanced targeting.

Gen Z is clearly all-in on streaming, having streamed more than 300M of TV during Q1 2024. In fact, about half (46%) of Gen Zers watch video streaming services daily and 9 in 10 watch video content on smartphones weekly. However, their attention is extremely splintered across devices, channels, and platforms, meaning that a one-size-fits all approach won’t work. Smart advertisers should use advanced targeting to reach specific Gen Z audiences.  

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2: With Gen Z valuing demographic representation on TV, advertisers should place buys within programming that emphasizes diversity, or target viewers of diverse programming directly on digital devices.

From Griselda on Netflix to True Detective on Max, Gen Z shows a preference for streaming shows featuring diverse leads. What’s more, some of the top indexing linear networks they watch are Spanish-language. Reach Gen Z by prioritizing buys with content creators who screen for diverse casts, and by targeting viewers of this programming directly.

3. Incorporate AI into your creative strategy and use advanced technology like Samba AI to take advantage of new measurement opportunities. 

Gen Z doesn’t shy away from new, cutting-edge technology and will reward brands that place emphasis on innovation. In particular, Gen Z is embracing new technology that incorporates AI, with 61% reporting that they have a positive attitude towards AI content on social media. Take advantage of this by embracing AI in creatives and measuring performance every step of the way. 

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4. Optimize real-life outcomes with cross-screen targeting to hit Gen Zers as they stream TV.

Gen Z likes to multitask when they watch TV, with 89% using a mobile device to go online while watching video content on TV at least once a month. The opportunities this presents for advertisers to drive real-life business outcomes are endless, from website clicks to sign-ups for a subscription service. Complement cross-screen targeting with true reach and frequency measurement to ensure you’re reaching your Gen Z audience efficiently. 

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