What Kind of Ads Are Gen Z Interested In?

For those who don't know what offline advertising is, according to gatecrasher.com -- ads found in newspapers, magazines, even brochures or TV and billboards -- fall into the offline advertising category. As we all know, before digital activity spread to all generations, offline advertising was in great demand.

Along with the development of technology, it seems that offline advertising is still in demand. Reporting from Kompas.com -- Shopee COO Junjie Zhou stated that with various characteristics and diverse shopping habits, having a complete advertising strategy is a wise decision. He said, as in Indonesia -- with a large population, offline advertising strategies are still relevant. There are still many people who are busy on the streets, so advertising with banners, billboards, or various offline marketing methods is still an effective way.

In line with the data above, the results of a study from a marketing technology company published on katadata.co.id -- shows that offline campaigns are able to reach 49% of customers to buy products. Still from the same source, online campaigns can reach 24% of users and omnichannel encourage 27% of retail consumers to shop.  

Then, from grahanurdian.com -- there is data that shows where consumers find brands. The number 1-4 are still related to digital activities, after that -- there are TV advertisements (30,6%), offline store displays and promotions (23,0%), brochures and catalogs (22,7%) and several others. This data is very interesting to examine deeper, although the numbers are not quite large as rank 1-4, but offline advertising is still attracting the consumers.  

So, the assumption is -- if offline advertising gets more attention from consumers, modifying the communication to suit the brand persona and consumer needs is a wise step to sharpen the offline advertising strategy.

Insight Insight Insight 

From various explanations above, whether to advertise online or offline -- the insight that can be taken is to use both methods wisely. Brands should use both strategy in their communication plan, so that the results can be more optimal.

So, What Brands Can Do?

One fundamental thing that brands should do at the beginning of developing their communication strategy is to know in detail how the character, habits, and concern, to various other interesting things from their target audiences.

To find out various kinds of things, StratX can accommodate these needs with research. Research can be done through online surveys, IDI (in-depth interviews), FGD (focus group discussion) and others. StratX as part of KG Media, of course, has a wide reach to explore various interesting insights from the large audience of KG Media.

After getting the results of the research that has been done, the brand will easily map out the communication strategy to be built. StratX can also help to build this communication strategy with some of the frameworks that we have.

The combination of online and offline advertising is expected to achieve brand goals in accordance with existing expectations. To get an optimal result, brands need to have a sharp strategy and clearly know what are their consumers' concern. Thus, the strategy made is the right solution to answer or overcome their audiences' needs.