There's no room for error in digital advertising. That's particularly true when engaging Gen Z. This tech-savvy group of youngsters certainly value "all things digital" - except being served digital ads. In fact, 69% of Gen Zers admit to physically avoiding digital ads. That's not good news.
Teens' entertainment diet is eclectic, particularly compared to other generations when they were teens. Teenage Xers didn't have social media vying for their attention; they just wanted their MTV. As teenagers, Millennials were just being introduced to the concept of DVR and media on-demand, and only the youngest portion of that generation experienced any form of social media during their teen years.
It's so 2008 to use words alone to talk to teens. Today, teens are increasingly communicating with emoji (small digital icons used to express an idea or emotion, such as a smiley face expressing happiness) and memes (pronounced "meems," humorous images, videos or pieces of text that are copied and spread rapidly by Internet users).
TissueBox Donations (TBD) has decided to resurrect a very low-tech way to engage with the millions of teenagers, aka Influencers, out there who have not looked up since they got their first smartphone. TBD has a massive number of schools to which it donates tissue boxes that sit in front of millions of teens all day long. They are mini-billboards inside classrooms that can easily be used to reach the un-engageable teen audience.
First the good news: Contrary to a common factoid (can we call it a faketoid?) teenagers - and, in fact, all humans - do not really have attention spans shorter than those of goldfish. In studies with school-aged kids, it has become apparent that the ability to pay attention varies widely. The reality is really not that teens have short attention spans, it's that they have short attention spans for things they don't care about.
Were you ever certain you'd found love at first sight, only to find out that the more you learned, the object of your desire wasn't what you expected? Similarly, brands are spending increasing resources to catch Generation Z's eyes, but if the wooing doesn't have substance and brand truth behind it to form an authentic relationship, then all efforts are wasted. In the era of "fake news" and a loss of trust in corporate and political institutions, brands need to be honest and transparent about who they are and what they offer to constantly prove themselves trustworthy to this critical ...
Generation Z may be populated by digital natives, but their attachment to devices isn't about the coolest tech. It's about online experiences and constant connection - not only with friends and family but with anyone in the wider world, including brands. Gen Z understands with more clarity than prior generations that brands are populated by real people.
Like everyone in today's topsy-turvy world, young people are struggling to separate fact from fiction. Fake news has become a catchall phrase that encompasses a wide range of communication and content - everything from items intended to mislead to satire to honest mistakes to things people simply disagree with. It's a big problem, especially for teens who are in the process of forming their maps of the media world. In this environment, the worst things brands and marketers can do is to further confuse the situation by producing and promoting false content themselves.
Millennials have been the obsession of marketers for the past decade. They have been metaphorically poked, prodded, dissected, defined and redefined to the point of cliche.
It's that time of year when NCAA March Madness takes over much of TV airwaves and the cultural conversation. Generally, marketers and advertisers gear their campaigns around the tournament to older fans-those who are of drinking age (for obvious reasons) and those who are in college or have an alma mater to cheer for. However, they are missing a key opportunity with teens who get immersed in the event.