News

JCDecaux UK is launching GENgage, a new programme to help brands reach and engage the Gen Z audience, through the power of the public screen of digital Out-of-Home (DOOH). The programme launches as new research from JCDecaux highlights the role played by Out-of-Home and in particular the social space of the mall to reach and influence this valuable audience.

At the ‘Gen Z Unplugged’ presentation to marketers, agencies and specialists on 18th July, the new opportunities for brands to reach this increasingly important audience via DOOH were unveiled – including the latest data and targeting opportunities and the creative possibilities including 3D.

Launching today, GENgage is the latest programme from JCDecaux UK’s Business Growth division which also offers Reach (working with Black, Asian and Multi-Ethnic brands) and Nurture (supporting start-ups), helping brands scale and grow.  GENgage will focus on:

•    Gen Z brands already targeting Gen Z but need new channels to grow further
•    Evolving brands looking to increase the proportion of Gen Z customers
•    Reset brands, targeting a younger audience to balance an older customer base.

The programme offers access to JCDecaux UK’s data, helping brands and media partners, refine their Gen Z targeting including insights and intelligence, creative and media collaborations and location targeting.

Mark Bucknell, Chief Commercial Officer, JCDecaux UK said, “There are 10 million Gen Zs in the UK which represent 15% of the UK population. Out-of-Home can help clients and brands reach and influence this digital native audience on the trusted public screen of Out-of-Home in the social spaces where this group enjoy real-world engagement and immersive, engaging brand experiences. From the top 30 cities to the highest indexing shopping malls, Out-of-Home can cut through to Gen Zs, priming the private screen and making omnichannel campaigns work harder and by creating a seamless experience for Gen Z’s online and real-world life.”

Insight shows that 84%* of Gen Z pay attention to OOH and 58% trust brand messages appearing on Out-of-Home. With 72% of Gen Z preferring real-life to online experiences and 52% visiting shopping malls as a social activity and 54% feeling excited when they are in a mall, brands can engage this audience via public screens in urban social spaces. https://www.jcdecaux.co.uk/engage-gen-z-audience https://www.jcdecaux.co.uk/engage-gen-z-audience