Reaching your target audience is one of the fundamentals of good advertising. The big buzz in recent times to maximise reach has been to target millennials. But as it turns out, this focus is too narrow, and you are missing a potential section of the market known as the “Connected Generation”.
Let’s explore who this segment of the market really is and how to engage with and influence this tech-savvy demographic using billboard advertising.
Defining The Connected Generation
The connected generation is not defined by age but by their behaviour. They are individuals who are connected to the world via their smart devices. You will find them using their phone for everything from socialising to shopping, from transport to dating, banking to doom scrolling, and everything in between. This includes millennials, but also extends to older generations who have embraced technology.
What Appeals To This Connected Generation
Advertisers must understand their wants and needs to engage the connected generation effectively. What appeals to them includes:
- Personalisation: include personalised data in billboard advertising, like location, time of day and even current weather conditions to optimise the connection.
- Engaging Content: Adverts need to be visually appealing and interactive. Use eye-catching graphics, QR codes, contests and giveaways, augmented reality, and gamification.
- Social Media Interaction: Encourages viewers to share their experience with your billboard on social media. Use hashtags and campaigns that encourage user-generated content.
- Authenticity: Be authentic in your message. The connected generation will see through traditional advertising tactics. Transparency and honesty will be more valued.
- Instant Gratification: Provide methods for instant responses that give instant pleasure or results to the user with a short attention span.
- Excellent Customer Service: With easy access to so many services, adhere to your promises of exceptional customer service, or the connected generation will already be moving on to the next one.
- Mobile Integration: Include a call to action that directs the viewer to their cell phone, such as texting a keyword for more information or downloading a voucher.
At Face First Media, we understand the changing faces of today’s target audience. Contact us today for specific, relevant, and effective billboard advertising.
