Digital natives are the generations raised alongside the internet—and Generation Z is the truest form of this.

Advertising has become increasingly tricky for this generation, particularly on social media and digital platforms.

Aware of every trick, able to block every pop-up, and always hovering over the skip button, Gen Z has perfected ad avoidance and views ads as an irritating inconvenience. That calls for tried-and-true physical advertising—authentic, trusted OOH with a digital spin: DOOH.

Digital out-of-home (DOOH) advertising takes billboards and other OOH formats and enhances them with technology:

These bright, bold, creative experiences connect with Gen Z’s affinity for the digital. Designed to stand out and foster a sense of community within digital culture, DOOH can mesh seamlessly into Gen Z pop culture. Here’s what to consider.

Why DOOH Out of All Advertising Options?

OOH, particularly DOOH, can be the next big thing for Gen Z. With its long-running presence, it can connect with Gen Z’s shifting tastes and even produce their next highly profitable trends.

Trends like these begin and fade extremely quickly with Gen Z. DOOH catches attention with high-impact, bright displays while growing audience favor through long-term campaigns and (hopefully) clever ads.

How Does DOOH Relate to Gen Z?

Digital OOH follows the same dynamic rhythm as this generation’s cultural experiences. Social media is integral to Gen Z life, with content and styles constantly flowing in and out as young users search for the perfect lifestyle vibe or aesthetic.

It’s hard to keep up with what’s in or out—an item trendy one day can be canceled the next after one unfortunate viral moment. That’s why Gen Z trend cycles rise and fall so quickly.

A campaign of perfectly placed, culturally in-tune formats, with messages that can shift with current events, can set a trend in stone for as long as the ads run. DOOH doesn’t just fight volatile trend cycles; it creates something that lasts.

Pitfalls and the Grand Scheme of Things

A DOOH ad’s existence alone isn’t enough. Having grown up as the testing ground for countless digital ads, Gen Z has a sixth sense for shutting them down. DOOH ads must be:

• Clever
• Relatable
• Humorous
• Not in your face