Digital signage can be a great advertising tool for tech-savvy Millennial and Gen Z audiences. Here’s how to create a strategy to draw-in these consumers.
Millennial and Gen Z consumers represent two of the most powerful demographics in terms of buying power. Together, these two younger generations have changed the way businesses advertise and operate. When advertising to Millennial and Gen Z customers, your digital strategy is key, even when it comes to real-world signage.
The right digital signage campaign can captivate the attention of these notoriously fickle groups. Studies show that both
Millennials and Gen Z generations have shorter attention spans for advertising than older generations. Millennials have an estimated 12-second attention span while Gen Z individuals have an even shorter eight-second attention span.
However, the situation may not be that simple. According to a
study from Prezi, Millennial and Gen Z attention spans are not short because these individuals are easily districted or indifferent; these consumers are actually just evolving to be more selective about the content they consume. They are better at filtering and excel at determining what is worthy of their attention.
This is where digital signage comes in. Digital signage is a great way to make an impact by capturing someone’s attention for just a few seconds. Plus, unlike social media and internet ads, passersby cannot click away. The key is designing a digital sign that appeals to Millennials and Gen Z. Doing so is dependent on first understanding what defines these generations.
Millennials are the generation born between 1981 and 1996, and Gen Z are those born after 1996. Both generations are tech-savvy, engaged with social media, and value diversity, authenticity, and social causes.
By considering these factors and building around five generational differences, your brand can create a digital signage campaign that wins.
1. Consider attention span
Reflecting back on the important point about attention spans, businesses must understand that you will only get a few seconds to engage them with a digital sign. Your messaging must be powerful, easy to understand, and, most importantly, concise.
If it takes multiple readings to decipher your message, or viewers must stop in their tracks and look, it is likely too long or too obtuse. An effective digital sign uses just a few words or one very clear, compelling image to make a statement that converts observers into customers.
2. Use social media
Both Millennial and Gen Z customers are social media savvy. The former grew up as Facebook expanded and then branched out to Twitter and Instagram. The latter grew up with Facebook already established and pioneered platforms such as Snapchat, TikTok, and YouTube.
Choose your social media platforms to highlight based on which generation you want to engage and design around that. Businesses can show Instagram photos, encourage people to like them on Facebook, display Tweets, or promote a YouTube channel.
3. Employ storytelling
Both generations —
especially Millennials — love storytelling, but they want to feel emotionally engaged with the ads they see. Use storytelling, such as imagined scenarios or photos depicting moments from life, in your digital signs to capitalize on this.
4. Speak to audience values
Millennials and Gen Z share a common interest in social causes. Businesses can attract these consumers by using digital signs to highlight the ways they give back. These messages might display charity involvement, commitment to going green, or transparency on positive workplace culture.
5. Keep content authentic and conversational
These generations are digital natives who grew up with technology. They are savvy about digital messaging that is overly advertorial. Written content should employ a casual, friendly tone and avoid messaging that sounds too good to be true, is vague, or is not customized to the demographic it is trying to reach.
This can even apply to advertising to individuals in a certain area. For example, if a digital sign is in Los Angeles, it should include — where necessary — imagery and messaging that is relevant to the area.
Your next steps for digital signage
Brands that are not yet using digital signage to captivate Gen Z and Millennial customers can take the first step towards developing this strategy: Finding the technology that makes it all possible through Unisol International. We offer a large online catalog, turnkey project deployment, and we sell all around the world.
Whether you need assistance with digital signage or some other audio/video solution, contact
Unisol International to begin your journey towards implementing the technological tools that Gen Z and Millennial consumers expect.
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