Nov 1, 2021

Advertising is The Same, Only The Generation Changed

The concept of advertising is as old as human history; considering that the advertisement texts were written on papyrus in Egypt, and the town-criers in regions such as Babylon and Egypt were hired for product promotion, it would not be wrong to say that the existence of advertisement is as old as civilization.

Yes, maybe the products and services sold have changed over time, but the presence of advertising has always remained. Maybe the media where the advertisement is made has moved from the streets to the Instagram stream, but aiming sales remained. It is a fact that the means of communication that must be followed to appeal to generations have changed, but still promoting products and services is one of the main purposes of advertising.

As for today’s advertising, the “Generation Z”, which we call the new generation, in other words, “digital natives”* is one of the main target audiences of the advertising world. So who are these Generation Z? What do they like? In which places do they spend time? Let’s explore together the place where the path to the heart of Generation Z passes, namely digital channels and the discourse methods.

First of all, let’s not forget that Generation Z never had to go to the library or search the encyclopedia like previous generations when they wondered about a subject. Because they had the internet and an endless pile of information at their disposal. Therefore, they cannot struggle or spend time learning about a subject! Likewise, for them, there is no difference between communication over digital platforms and face-to-face communication. For these and similar reasons, there are many details that brands whose target audience is Generation Z should pay attention to when advertising.

Research shows that Generation Z continues to be in a relationship with television, the main pillar of traditional advertisements, but their purpose in watching television is mainly an activity they perform with their families. The content that they encounter on television, which is repeating and presented in long blocks, does not attract them. The short-termed and various content encountered in digital environments’ feeds increase their tendency to spend more time on digital platforms.

As they create more demand for digital platforms, it is of great importance that the content is fast, qualitative, quantitative, and easily accessible. At the same time, these contents should always create an up-to-date and diverse pool so that Generation Z does not lose interest in you and your content. In addition, if you produce content that can be interacted with, you can always keep Generation Z happy.

Interactive ads, the new favorite of the media, give us clues about the future of advertising in terms of exciting its target audience and being demanded more by its audience. It is no longer possible giving information about how useful and good your product is to mobilize Generation Z. It is necessary to offer them a world in which they can enter and take an active role, not a one-way flow of information.

Although we try to predict the future of advertising, of course, there are endless possibilities on this subject. Our current estimates are probably only one-thousandth of what will happen, but we know that Genaeration Z is waiting to get involved and constantly be surprised with new content!

KEYWORDS: z kuşağı, reklam, pazarlama, geleceğin reklam trendleri, interaktif reklam, dijital reklam, medya, reklamcılık trendleri