Why Gen-Z marketers are shaping the future of DOOH
As a young professional in the out of home industry, and being a part of Generation Z, I’ve witnessed firsthand how brands are finally realising what truly resonates with younger audiences in DOOH. Whether it’s TikTok-integrated billboards, or dynamic real-time ads, it’s apparent that our generation are now leading the next wave of innovation.
Introduction
Born between 1997 and 2012, Gen-Z have grown up in a digitally immersive world, shaping their perspectives on technology, communications, advertising and creativity. Their contemporary fresh approach to marketing is transforming how brands are connecting with audiences - pushing the boundaries of DOOH with interactive, dynamic, and highly effective strategies.
The influence of the tech-savvy generation
Gen-Z are the first generation to grow up surrounded by digital technology from the beginning. They’ve been swiping screens, watching video shorts, and exploring augmented and virtual reality longer than they can remember. Their natural digital competency equips them with the skills to leverage technology for impactful marketing. In DOOH, this has resulted in a strong emphasis on engagement, personalisation, and a smooth integration with social media.
Redefining engagement through interactivity
Traditional static billboards are being put on the back burner, as Gen-Z marketers are now tapping into dynamic DOOH solutions and turning public spaces into immersive brand experiences. With touch screens, motion sensors, and AR, ads are becoming more engaging. Interactive digital billboards that react to a passerby’s movements or encourage participation in augmented reality experiences, are captivating audiences in ways static displays haven’t been able to.
Personalisation and data-driven creativity
Gen-Z’s marketing approach is all centred around personalisation. They recognise the need to deliver content that is both relevant and meaningful to consumers, and whilst utilising data analytics, they create highly targeted campaigns that connect with specific demographics. DOOH screens with AI and geolocation capabilities enable dynamic ad placements based on real-time audience data, ensuring ads are contextually relevant and therefore boosting engagement.
Bridging the gap between online and offline
Gen-Z have many key strengths in the workplace, but a stand-out has to be their ability to effortlessly blend online and offline experiences. They understand that DOOH isn’t just about visibility, but about creating lasting interactions. By connecting social media with digital billboards, they’re driving user-generated content and promoting community engagement. Campaigns encouraging people to share their experiences on social platforms, amplify reach and create a feedback loop enhancing brand visibility.
Embracing sustainability and social responsibility
This generation is known for their strong values around sustainability and social responsibility. They’re influencing DOOH not only through innovative campaigns, but also by advocating for eco-friendly practices. By incorporating more energy-efficient technology such as digital billboards, and championing socially responsible messages, Gen-Z marketers are aligning DOOH strategies with the values of their generation.
The future of DOOH, with Gen-Z leading the way
As Gen-Z marketers progress and step into leadership roles, their influence on DOOH will excel. There will be a further integration of evolving technologies, such as AI-driven content, voice recognition and AR experiences, as the future of DOOH will become immersive and highly personalised. As technology evolves, DOOH will become more dynamic, offering real-time interactions catering to individual preferences and behaviours, and there will be a stronger blend of digital and physical worlds, where ads respond to audiences in more meaningful ways to create deeper connections with viewers.
Gen-Z marketers aren’t just supporting or participating in the evolution of DOOH, they’re now driving it. Their digital-first mindset, creative vision, and commitment to authenticity are shaping the future of advertising in public spaces. By blending technology with audience-driven storytelling, they’re creating memorable and influential experiences to resonate with the public eye. Going forward, as Gen-Z continue to redefine marketing, the possibilities for DOOH will be limitless.