Harnessing Addressable TV Advertising to Reach “Digital-First” Gen Z

According to a study from Deloitte Gen Z spends over two hours per day with traditional TV and streaming services2 Though TV accounts for just under 30 of their daily media consumption it still awards advertisers ample opportunity to engage with them an opportunity that is poised to grow as Gen Z starts to shift away from social media and continue to embrace TV content3The way for advertisers to ensure they effectively reach Gen Z audiences via multiscreen TV is by incorporating addressable TV advertisingGen Zamp8217s Shift Away from Social MediaAs a digitally native generation Gen Z has largely accepted advertising as a routine part of consuming content and advertisers have increasingly leant on social media to reach these young consumers But growing concerns about content data privacy and algorithm manipulation have begun to affect how Gen Z feels about and engages with these platforms3 In fact the VAB found that over half of Gen Z have closed or stopped using a social media account due to content or posts they have found upsettingAccording to the VAB a third of Generation Z report feeling sad or unhappy after using social media3 83 have already taken steps to distance themselves from it3Though their social media sentiment is in decline Gen Zamp8217s feelings toward TV content remain overwhelmingly positive 72 of Gen Zers say love watching traditional TV and 75 love streaming TV shows3And with 58 of these young adults reporting that they donamp8217t trust the ads they see on social media3 now is a great time for advertisers to lean into multiscreen TVWith multiscreen TV ads are delivered transparently in trusted brandsafe premium environments which have been proven to drive greater ad recall and brand recognition4To maximize multiscreen campaign impact and reach advertisers need to catch Gen Z while they are tuned in by harnessing advanced targeting tactics like addressable TVReaching Gen Z with Precision and Personalized Ad ExperiencesAddressable TV enables advertisers to reach precise audience segments like Gen Z across screens and platforms Going beyond the more traditional multiscreen TV practice of geotargeting addressable uses deterministic data to connect advertisers with their target audiences at the household levelFor example if a clothing brand wanted to reach Gen Zers with a multiscreen geotargeting campaign they could run ads in a neighborhood with a heavy Gen Z population With addressable those ads are strategically delivered to households in that neighborhood matching specific viewers based on their characteristics and interests amp160resulting in more efficient ad spendAdditionally when incorporated into a multiscreen campaign addressable delivers more than a third of unique target reach and increases total target frequency by 755Delivering at the household level also allows advertisers to personalize the ad experience for audiences based on their preferences and media behaviors which can improve overall ad performance A study from the FreeWheel Viewer Experience Lab found that relevant ads drive 24X higher engagement and 52X higher purchase intent6Addressable TV presents a powerful opportunity for advertisers to connect with Gen Z a generation that is increasingly shifting away from social media and embracing TV content With its advanced targeting capabilities advertisers can deliver ads that resonate with Gen Z across screens whenever they tune in Advertisers who embrace addressable will be wellpositioned to capture the attention and loyalty of Gen ZDownload the latest Multiscreen TV Advertising Report for additional insights on maximizing audience reachSourcesPR Newswire New Research Gen Zamp8217s Total Income Reaches 11 Trillion March 2025Deloitte 2025 Digital Media Trends 19th Edition 2025The VAB Disconnect to Reconnect How RealLife Shared Experiences Are the Antidote to Social Media Isolation Among Gen Z 2024Comcast Advertising What is Premium Video 2022Comcast Advertising The Multiscreen TV Advertising Report 2H 2024 202FreeWheel Making the Ad Experience More Relevant 2024Author Kara Waller Sales Marketing Manager Comcast AdvertisingPosted at MediaVillage through the Thought Leadership selfpublishing platformClick the social buttons to share this story with colleagues and friendsThe opinions expressed here are the author39s views and do not necessarily represent the views of MediaVillageorgMyersBizNet

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Harnessing Addressable TV Advertising to Reach “Digital-First” Gen Z

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