How Gen Z Feels About Online Ads, from a Millennial Mind

Gen Z is not a monolithic group that can be easily categorized or stereotyped. That’s part of their charm, right? But one thing that’s consistent about this group as a whole – they deeply value authenticity and creativity. And it may surprise you to know that some are seemingly unbothered being retargeted by digital ads - as long as it speaks to them on their terms.

How Does Gen Z Really Feel About Online Ads?

As a generation that’s grown up with the internet, social media, and smartphones, how do they feel about being served ads on their favorite platforms? Do they find them more personalized and helpful, or annoying and intrusive?

‍Gen Z is actually more receptive and responsive to online ads than other generations. According to YouGov, 57% of Gen Z acknowledge that ads guide their purchasing decisions. And, they don't seem to mind personalized offers – as long as it’s relevant to them. 56% of Gen Z are more likely to engage with ads tailored to their preferences.

Not only are they seemingly unbothered by personalized ads, but they tend to engage more actively with advertisements in general, especially those that are interactive and visually appealing. Gen Z is even receptive to out-of-home (OOH) advertising, with 54% of Gen Zers saying they would search for a product or service after seeing it outside their home.

Qualities That Capture the Gen Z Audience

Authentic

As one might expect, Gen Z is even more susceptible to engaging with ads on social media, but only if they’re integrated in a non-intrusive way. If they get even the slightest whiff of inauthenticity, they’re out. Take this TikTok by Kelsea Ballerini. Although her posts typically get 30,000+ likes, her recent partnership with coffee pod company Original Donut Shop saw little engagement. The overly polished look of the video was likely a quick give away, as her usual content is very informal and shot in selfie mode using her iPhone.

Now take this TikTok from Charlie D’Amelio. While still obviously a sponsored post, the informal structure and relaxed style of the video jives with her usual content, making it seemingly “passable” by the 1.6 million followers who liked the video.

Personalized

So what does this mean for marketers who want to reach this elusive and powerful generation? Don’t shy away from personalized ads - lean into them! But before you start targeting Gen Z like crazy, you should know a few things.

Don’t confuse this to mean that Gen Z likes ads. Instead, they simply are more forgiving than older generations when retargeted. So, test and learn with caution.

Make sure your team is uber careful about not reaching the “creep” factor. This is when the ad perception goes from “Wow, that’s awesome and exactly what I need” to “Okay this is such an ick.”

Be strategic and innovative when trying to reach and appeal to this group. The closer you can meet them where they are (meaning, be where they want you to be), the better. And remember to keep your ads personalized, and whenever possible, interactive.

Unfiltered

Lastly, mastering the art of social media advertising is KEY. Gen Z won’t shy away if they see “paid partnership” or “eligible for commission”, but they will shy away from fake, overly produced and polished. To say it like a Gen Zer would, you have to “low key” keep it real.

Elevate Your Gen Z Ad Strategy

Understanding and embracing the preferences of Gen Z is crucial for any brand looking to thrive in today's digital landscape. At Brandience, we specialize in crafting authentic, engaging ad campaigns that resonate with this dynamic audience. Let us help you connect with Gen Z in a way that feels genuine and impactful.