JCDecaux report explores how to connect out-of-home advertising with Gen Z consumers


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JCDecaux has released a foresight report written in collaboration with global strategic futures consultancy The Future Laboratory, into how to connect with the increasingly important Gen Z consumer.

With Gen Z making up 20 per cent of Australia’s population, and 30 per cent of the world’s, the Gen Z: IRL Opportunity foresight report provides important insights for brands and marketers trying to capture their attention and stay relevant.

The out-of-home media company highlights how out-of-home advertising can be shaped to drive engagement and brand advocacy among this group.

Essie Wake, chief marketing officer at JCDecaux said: “What’s become apparent is Gen Z customers are sophisticated, discriminating and continuously pushing businesses to take action and provide genuine social change. Growing up online, they recognise the confines of digital participation and are now seeking a step change as they pursue and embrace real-world encounters.”

Max Eburne, chief commercial officer at JCDecaux said: “The evolution of out-of-home advertising has established it is an important channel to reach this critical cohort. Gen Z simply don’t see Out-of-Home as an intrusion. The flexibility, ubiquity, seamlessness, and even environmental footprint of its solutions open a whole new universe of possibilities for brands and audiences alike.”

As part of the investigation, JCDecaux surveyed over 1,000 Australian Gen Zs, finding that:

 64% Gen Zs agree brands should use more Out-of-Home advertising to engage them;
 85% Gen Zs have acted after engaging with Out-of-Home advertising.

Martin Raymond, co-founder, The Future Laboratory said: “It has never been more crucial for marketers to consider where and how to target Gen Z. In a world of digital noise, Out-of-Home is emerging as a uniquely valuable Gen Z touchpoint. Advertisers are now tasked with adopting new ways to meet Gen Z’s priorities, match their values and attract their attention.”

Source: mediaweek

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