Aptly named Gen Z, as in the first generation known to “zoom” the internet, this generation moves fast, is hard to engage and needs connection and inspiration above all else. How can a brand stay sticky with this savvy and often hard to please audience? The answer lies in truly understanding Gen Z, including where they are and what’s on their mind.
Gen Z’s attention spans are short - it only takes 1.3 seconds for them to lose interest. They demand full transparency, and collectively, they reject long form storytelling. Given this profile, Kargo’s Breakaway format is the perfect ad unit for the Gen Z mindset. With its quick animation and direct call to action, this format immediately drives engagement and grabs attention.
The Gen Z consumer likes what they like. They are inclined to purchase when they are comfortable and in trusted environments, and they always look for authenticity when making purchasing decisions. This demand for connection offers brands a clear roadmap when it comes to reaching Gen Z. Don’t overthink it. Gen Z will spend on brands they believe in so be real and meet them where they are.
And where are they? Through Kargo Cohorts, our unique contextual solution, we have identified the top 8 environments where Gen Z can be found. And these Kargo cohorts have proven to drive engagement with the Gen Z audience.
The top Gen Z cohorts are:
What else do we know about Gen Z? Video is the way to their heart, and CTV is the ticket. For the Gen Z viewer, CTV is more powerful for engagement than youtube. We also know that Gen Z is 33% more likely to purchase something inspired by what they watch on TV vs scrolling on social media. Given this behavior, marketers should focus their efforts on CTV and time their delivery to reach Gen Z when they’re at their happiest.
And how do you pinpoint this peak enjoyment? The answer: with Kargo’s scene Level Targeting. This unique technology identifies a desired action, object or emotion within a scene and delivers a specific ad in the next ad break, guaranteeing relevance and suitability which are two important pieces to the Gen Z puzzle. Kargo’s Scene Level Targeting is efficient and cost effective and allows you to connect with Gen Z when they are open to relevant messaging.
Data shows that the best Scene Level Targeting moments where Gen Z is engaged include:
These Zoomers are a loyal crew. Remember, their attention spans are short so hit them quickly, and they have no tolerance for story telling so get to the point. Authenticity is a must so keep it real and video is king so dive into CTV with engaging moments. Kargo gets Gen Z, and we have cultivated an approach that works to reach them.
Looking to crack the Gen Z code? Talk to your Kargo rep now - sales@kargo.com