Generation Z Will Always Avoid Online Advertising

A shocking 99% of Generation Z consumers (anyone born between 1997 and 2012) have admitted to frequently skipping ads, in a new report made by digital consumer research firm Bulbshare.

Gathering insights from thousands of consumers around the world, the study titled 'Ad blockers and advocacy: Why Gen Z is blocking paid ads in favour of real voices', also found that nearly two-thirds (63%) of Generation Zs use ad blockers to avoid online adverts.

"The report shows that nearly three-quarters (74%) of consumers feel bombarded with ads. The same percentage feel irritated with adverts and the incursions they place on their time. One in four, meanwhile, find advertising extremely intrusive, while one in two believe it is somewhat disruptive," Bulbshare said.

Who is Generation Z?

Right now, it's estimated that Gen Z individuals make up around 28.7% of the population, more than both Baby Boomers and Millennials. They also make up 40% of the consumer market.

It’s a growing market of incredibly smart young people who won’t be fooled by many of the tactics marketers have been relying on for decades.

Traditional advertising efforts

Over the past decade or so, brands have increasingly supplemented their traditional advertising efforts with influencer marketing. But customers are becoming more distrustful of the relationships between big brands and high-profile figures.

Bulbshare’s research shows that 84% of Gen Z consumers have lost faith in influencers. They are, unsurprisingly, more inclined to make purchases based on authentic recommendations. In fact, 86% would be more inclined to buy a product recommended by a friend than a paid influencer.

"This desire for authenticity makes it imperative that brands not only have products worth recommending but that they cultivate communities where authentic recommendations can take place," said Bublshare founder and CEO Matt Hay. "In fact, there's real hunger for this among Gen Z consumers. Some three quarters (74%) would promote a product they genuinely care about online. Moreover, 88% are enthusiastic about collaborating with brands, and 76% said they enjoy reviewing products.

Get to the point

69% of Gen Z consumers actively avoid advertisements and those that do watch them prefer their ads to be less than 10-seconds long. This is perhaps the adverse effect of YouTube’s 5-second skip ad feature.

What it means, however, is that marketers have much less time to make an impression. So, get to the point, be humorous and engaging, and grab attention immediately.

Work around ad blockers

The vast majority of Gen Z consumers will be equipped with ad blockers. This means in order to reach them you’ll need to work with ad blockers to find new ways of optimising content.

It might result in the eventual decline of traditional online advertising, but the history of marketing is rife with stories of new concepts and ideas rising from the ashes of old ones.

Be bold, be agile and do as much as you can to ensure the advertising you’re paying for is not being blocked.

Engage the Gen Zs

Marketing can no longer be a passive thing in the age of social media. Every facet of your Gen Z marketing needs to engage with your audience.

So, respond to all messages, personalise your engagements, and encourage a community to build around your brand. The rest should fall into place naturally.