Gen Z and Millennials are in control. They want relevant content to be how they want it and when they need it. This is true for their devices — it’s true.
One option that is gaining traction with marketers slowly but will soon become the standard is electronic creative optimization (DCO). The surprisingly underused DCO allows out-of-home (OOH) ads to tap into what matters to customers and what is likely to affect their behaviour.
For instance, the way someone feels or behaves on a Monday morning is to the way they feel or act on a Friday afternoon.
For advertisers they need to know where and when to speak to customers — and crucially. Since customers are forging their own path to purchase, using DCO gives them the final push they need to make the sale happen.
DCO allows marketers to deliver relevant content. It triggers to provide consumers the most message and gives them the ability to respond to real-world events, based on time of day, current events, and their location.
You know when you’re in a group chat and it is being spammed by everybody with irrelevant messages? So it is ignored by you. But when you get a telephone call from a number, you pick up.
This is particularly important when it comes to Millennials and GenZ, because they are reported to have a lower attention span than preceding generations. Then look at that 82% of people use ad blockers or report skipping advertisements, which makes our distracted audience more difficult to reach.
Still, according to a recent Kantar Millward Brown study, OOH is the preferred advertising medium among Gen Z and Millennials.
OOH has survived the”digital onslaught” because unlike other channels such as radio and print, it has embraced disruption.