Interview discussing Generation Z marketing, native advertising, and the future of digital advertising including eye-tracking technology.
I'm Oliver Roup, I'm the founder CEO of VigLink.
So Generation Z is a slightly younger generation. It's people born 1990 or later. They're 25 years or younger. The audience tends to be more fragmented, shorter attention span. Test data shows somewhere around 8 seconds instead of 12. And generally harder to find.
I would say absolutely. Traditional advertising is not well received by Generation Z or the Millennial generation. I think the advertising that's proving effective is native ads or other types of ads that are somehow embedded directly in the content.
I think it's really about developing an engaged following across channels, across platforms and devices. And great tracking software to understand what's working and what's not.
So the future of digital advertising is about the advertising merging directly into the content. The message that an advertiser is trying to communicate is not well received if it feels like an ad. But if it's an authentic message relevant to the audience, they soak it right up and it's very effective.
To make an emotional connection with the audience, advertisers should really focus on engaging their audience in the place, in the manner that is most welcomed by their audience, and presenting an offer that really is relevant and timely.
So new technologies to reach the generation, I'd say, really multi-platform tracking. People have been talking about it for a long time, but it hasn't really worked until recently. And I think that is a big game changer.
I think if you're talking about future, I personally think eye tracking is a technology that is starting to emerge now. As really measuring, is an audience actually engaged with your specific piece of content? I think that's absolutely going to happen. The cameras on phones are perfect for it.