Understanding the Millennial and Gen Z Attraction to Advertising Displays

Understanding the Millennial and Gen Z Attraction to Advertising Displays

Understanding the Millennial and Gen Z Attraction to Advertising Displays

  • On December 14, 2023
  • 0 Comments

In a digitalized era where screens are thriving, and digital media use accounts for over 30% of the average consumer’s day, it’s no wonder that digital advertising displays have become a powerful marketing tool for businesses. From catchy taglines to captivating graphics, Millennials and Gen Z age groups, specifically, are drawn to the enticing messaging digital signage offers. However, finding the right design and content to appeal to each generation may be challenging. Both target markets display different purchasing behaviors and media consumption habits. When implementing digital advertising displays, finding the right balance between design, location, and content strategy is essential in catering to diverse audiences. 

This blog will discuss Millennial and Gen Z audiences’ primary attraction to advertising displays and how your business can capitalize on this data to create digital signage designs and content that resonates with this vast audience to create powerful messaging that converts to sales. 

The digital age: What attracts Millennials and Gen Z to advertising displays 

The Pew Research Center defines Millennials as anyone born between 1981 and 1996, and anyone born from 1997 and onwards is Gen Z. Other notable target markets include Baby Boomers (born 1946-1964) and Generation X (born 1965-1980). The latter target markets prefer traditional advertising methods like static signs and testimonials. What separates those groups from Millennial and Gen Z markets is that Millennials grew up during the rise of the internet. Gen Z was born into it, with various technical advances like smartphones and tablets integrated into their everyday lives via school, work, and leisure activities. 

Millennials and Gen Z age groups are in a constant state of digital connection. From browsing social media networks and online shopping to using digital technology as a prime source of communication, Gen Z and Millennials spend an average of 29 hours a week connected to their smartphones. 

With screens as the focal point of their day, it’s obvious why this target audience is attracted to digital advertising displays. The captivating designs and impactful messaging draw them in because they’re used to it. Digital media is a part of their everyday lives; for Gen Z, it’s all they’ve ever known. 

For both markets, digital use encompasses their daily life, empowering these generations to gravitate towards marketing methods that incorporate digital messaging into their strategy. Digital signage presents information in a visually compelling and dynamic way that resonates with younger generations. As newer generations continue to gravitate towards these technical advancements, businesses will likely increase their digital presence using advertising displays

Gen Z & Millennial purchasing behaviors: What you need to know 

While Millennials and Gen Z are technically savvy, with similar media habits, Gen Z is undoubtedly more connected. Platforms like YouTube, TikTok, and Instagram have created an outlet for younger age groups to participate in online social spaces and conduct purchases from them. 

Many social media influencers utilize such platforms to target different markets (mainly Gen Z) by creating content that appeals to this age group using product review videos, Instagram reels, and click-to-shop opportunities. These innovations have revolutionized the way Gen Zers and Millennials make purchases. Still, for Gen Z, it’s often the only way they will make a purchase, with 97% of Gen Z using social media platforms like TikTok as inspiration for purchases. 

Further data shows us that Gen Z prefers: 

  • Influencer marketing 
  • Video messaging 
  • Quick, to the point content 
  • Interactive marketing 

Gen Z wants information presented quickly and efficiently. For example, they prefer watching a 30-second TikTok video on baking cookies to looking up a recipe from a book. Brands that use extended story-telling techniques often lose this target demographic. 

Further, Gen Z invited the era of influencer marketing, a tactic many marketers utilize to facilitate sales. Gen Z markets prefer to buy products using discount codes from an influencer they have followed for some time rather than through traditional marketing methods like posters or billboards

Millennial buying behavior 

Millennials are similar to Gen Z in that they prefer shopping online and enjoy fast-paced video messaging and influencer marketing; however, they are far more likely to make more conscious, financially responsible decisions. 

Millennials prefer:

  • Online shopping 
  • Personalization
  • Cost-efficient choices
  • Easy buying process
  • Loyal and trustworthy brands

Millennials are more likely to purchase a product based on reviews from someone they know than an influencer. Social media, user reviews, and word-of-mouth are crucial in their decision-making process. They are comfortable with technology but still value in-person shopping experiences. Further, Millennials want to purchase the best long-term value rather than the latest trending product from an unfamiliar brand. 

Both Gen Z and Millennials value authenticity and sustainability. They are likely to support brands that align with their values and contribute to social and environmental causes, with most purchases made via mobile devices. 

So, what does this data tell us? 

These target demographics need relevant information presented quickly and dynamically. That’s where digital signage comes in. Digital display solutions are no longer a potential innovation for businesses; they’re essential. From crisp LED displays to AI-driven personalization and sustainable designs, digital signage is trending as an indispensable tool for companies striving to stay relevant and competitive in a fast-paced digital world. 

Connecting Gen Z and Millennials: How to implement advertising displays that make an impact 

While Gen Z and Millennials bear many similarities and preferences, it’s important to remember that they are still two separate age groups requiring different marketing. The best way to captivate both audiences is through innovative digital signage solutions, including the following: 

Interactive video displays

Interactive video displays are a great way to engage Millennial and Gen Z consumers through touch screens and other interactive methods. The high-resolution video capabilities using LCD displays or LED screens ensure that the content displayed is clear and visually engaging, allowing real-time interaction

Interactive video displays are best for various industries, including education, retail, and wayfinding kiosks

Education: To appeal to the younger age group of Gen Zers, educational institutions can utilize digital whiteboards or virtual experiments to help liven up a classroom. 

Shopping malls: Malls are premier locations for interactive video walls, floor stands, or free-standing kiosks. Introducing different formats throughout the mall entices shoppers at different touch points, engaging various age groups. Wayfinding kiosks can also help younger shoppers navigate through larger shopping centers. 

Commercial spaces: Interactive displays may also suit large commercial areas for trade shows or events catered to a Millennial or Gen Z audience. For example, a social media networking event could benefit from having interactive video displays or touch screens to display Instagram reels or TikTok videos, further exposing a product or service. 

Most digital signage displays can be managed through a media player or plug-and-play option, enabling managers to plug in an HDMI cord and display slideshows or manage via WiFi remotely. Remote management often involves using a content management system (CMS) where managers can edit content in real-time to display updated images or messaging for easier all-in-one functionality. Display screens can be on a wall mount or freestanding in various locations using commercial-grade digital signage screens to enhance the viewing experience in full HD

Digital menu boards and self-ordering kiosks

In the age of Doordash and Uber Eats, and Gen Z and Millennials as the prime target market, it’s clear that these target demographics value speed of service and convenience. Implementing digital menu boards and self-ordering kiosks is just one more step in the right direction. 

Digital menu boards help restaurants present their offerings in a visually compelling way. From displaying enticing pictures of menu items to updating menu options and specials in seconds, digitizing menus is revolutionizing this industry. It’s also sustainable. Instead of printing thousands of paper menus, restaurants can display their offerings digitally and even offer QR codes for customers to scan to view menus on their Android or iOS devices.

Millennials and Gen Zers are also notably interested in the ingredients included in menu items and the gluten and dairy-free options available. Including this information on a digital menu board can help your business market these offerings along with other attributes, like if a product is organic, locally grown, or nut-free, to appeal to a more diverse audience. Further, self-ordering kiosks allow customers to customize an order conveniently and privately, encouraging faster service. 

Tech-driven shopping experiences

Effective retail merchandising is essential for receiving a profitable return, and digital signage can play a pivotal role in helping retailers achieve this financial gain. Millennials and Gen Z audiences always seek the most efficient and fast shopping experiences. To help engage shoppers and create unique shopping experiences, retail stores can utilize digital signage to display special offers, limited-time deals, or the latest fashion trends using digital posters. Setting up poster displays in store windows or operating outdoor advertising screens with high brightness outside a shopping center captivates shoppers remotely, enticing them to visit your store.  

How Keyser can help

At Keyser, we have over 50 years of experience helping businesses integrate advertising displays. From massive LCD screen video walls to powerful outdoor signage, we know what it takes to capture the attention of a Millennial and Gen Z audience. How do we accomplish this? We handle each aspect of signage implementation, from the initial installation step to content and maintenance management, with extensive warranty options so you can feel comfortable with your investment for years to come. 

Both millennials and Gen Z audiences have unique purchasing behaviors and buying preferences. By understanding how a younger audience digests information, businesses can create digital signage designs and content that resonates with their target demographic and display it most effectively. 

Ready to get started? Reach out today and contact sales at Keyser for more information.

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