Gen Z vs. Boomer: How Outdoor Advertising Appeals Across Generations?
Outdoor advertising, like billboards and posters, has been around for a long time. But different age groups see these ads differently. Two big groups that advertisers often think about are Generation Z (Gen Z) and Baby Boomers (Boomers). These two generations have very different habits and ideas about ads. Let’s explore how outdoor advertising appeals to each generation.
Who Are Gen Z and Boomers?
Gen Z includes people born roughly between 1997 and 2012. They grew up with technology all around them, like smartphones and social media. They are called “digital natives” because they know how to use tech from a young age. Boomers, on the other hand, were born between 1946 and 1964. They did not grow up with digital tech and instead experienced things like TV and radio as main sources of information. They are comfortable with more traditional media.
How Gen Z and Boomers Notice Outdoor Ads Differently?
Studies show Gen Z notices outdoor ads more now than before. Around 55% of Gen Z say they pay more attention to billboards after the pandemic. This is partly because they are out more and want to share fun experiences with friends. However, Gen Z likes ads that stand out with bright colors, humor, or memes. They prefer ads that connect with online tools, such as QR codes or hashtags. They also want ads to be real and authentic, not just sales messages that feel fake or boring. Boomers notice ads in a different way. They prefer clear and simple messages, often with strong words or images they can quickly understand. Boomers don’t usually interact with ads through their phones like Gen Z does. Instead, they trust traditional ads that show the brand clearly and may remind them of places to shop or services to use.
What Types of Outdoor Ads Work Best?
For Gen Z
- Bright, eye-catching colors and designs.
- Funny or clever messages that relate to popular culture.
- Digital features like QR codes that link to websites or social media.
- Ads that support causes or social values they care about.
- Minimal text for quick reading.
- Ads that can be shared on social media, Gen Z often takes photos of cool billboards and posts them online.
For Boomers
- Strong, clear messages.
- Simple, static billboards that they can read quickly while driving.
- Ads that remind them of trusted brands.
- Messages that appeal to practical needs or lifestyles.
- Less focus on digital links or hashtags.
- Familiar and straightforward imagery.
How Each Generation Engages With Outdoor Ads?
Gen Z is more likely to engage with outdoor ads digitally after seeing them. More than half of Gen Z search for products on their phones after spotting a billboard. They also often share ads on social platforms like Instagram or TikTok. In contrast, Boomers tend to engage in a more traditional way. They might remember an ad's message and visit a store or website later. But Boomers are less likely to use digital features like QR codes to interact directly with the ad.
Why Does Gen Z Like Outdoor Ads Despite Being Digital-Native?
You might think Gen Z would ignore outdoor ads because they spend so much time online. But many surveys find that Gen Z actually prefers outdoor ads more than you might expect. One reason is that Gen Z feels overloaded with ads on social media and streaming apps. They often use ad blockers or skip online ads. Outdoor ads are different because they don’t interrupt their personal phone or computer use. They see these ads while out and about, and these ads can feel less annoying. Physical billboards offer a break from screen time and even become fun content to share.
Summary Table: How Outdoor Ads Appeal By Generation
Conclusion
Brands and advertisers need to understand that Gen Z and Boomers are very different when it comes to outdoor advertising. For Gen Z, ads should be fun, interactive, and connected to social media. For Boomers, ads should be clear and trustworthy. Using the right style for each generation can help ads work better. When designed well, outdoor advertising can reach both groups and make a strong impact. This shows that outdoor ads are not just old-fashioned. They are still powerful, especially when tailored to the tastes of the generation seeing them. Want to target a specific generation of viewers through your next outdoor advertising campaign? Get all the right strategies with Vigyapan Mart marketing experts. Connect now!
