No matter the age bracket, getting and keeping attention with mobile ads is difficult. Attention spans are short, and screens are filled with distractions. But one thing advertisers should pay attention to is the changing tide between older and younger generations. While advertisers shouldn’t ignore older generations, what’s happening with younger generations indicates the future of how ads and content will be consumed on mobile devices.
Younger generations have engaged with mobile technology from an early age. With mobile becoming an ever-increasing part of our daily lives, the trends we see with them are poised to become more pervasive. And for sure, younger generations have more distinct preferences about their ad preferences than older generations. In fact, for older generations, ads represent an inevitable presence – something they prefer to avoid and will simply endure if presented.
Across ALL age groups, maintaining ad attention proves more successful on mobile devices than television. However, there is a significant difference in the degree of this divergence: Baby Boomers exhibit a 25% higher likelihood of losing interest in TV ads than Gen Z. Conversely, Gen Z demonstrates a 50% higher probability of losing attention on mobile platforms than Baby Boomers.
So what can you do with ads to keep the attention of younger generations? Here are 4 data-backed preferences to know that will keep advertisers on the cutting edge of winning mobile ad campaigns.
1. Get Interactive
When discussing Gen Z, contact and engagement are highly prioritized. Gen Z represents the initial wave of a generation almost entirely immersed in mobile and digital spheres, a trend bound to intensify over time.
Gen Z exhibits a staggering inclination—six times more than Baby Boomers—towards interactive experiences. This tendency toward engagement is poised to escalate further. While it’s clear that traditional advertising methods don’t resonate with most people, younger generations seem to immerse themselves in interactive content and experiences.
This means you must provide interactive ad experiences for the younger generations to keep their attention. For example, data shows that in-app mobile game video advertising creates greater awareness due to its interactivity. This may be the perfect medium for Gen Z, who grew up on these platforms.
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2. Give Rewards
An intriguing disparity lies in the perceptions of mobile game advertising between different generations, mainly Gen Z’s embrace of interactive ad concepts. A notable distinction emerges when faced with the choice between rewarded and skippable ads. Baby Boomers overwhelmingly lean towards skippable ads, with 53% favoring the option to swiftly move past the advertisement, reflecting a desire to proceed without interruption.
In contrast, Gen Z’s stance is opposite—51% prefer rewarded ads over the skippable alternative, valuing the prospect of receiving something in return for their attention. Meaning, Gen Z are more WILLING to watch an ad then skip… as long as you give them something for it.
This shift in generational attitudes underscores a significant trend wherein younger demographics are willing to invest time in ads if provided with a tangible incentive. Unlike the Baby Boomer generation, Gen Z’s inclination towards rewarded ads signifies a departure from mere tolerance of advertisements. The concept of exchanging attention for a valuable reward has resonated strongly with them, marking a considerable evolution in how audiences perceive and interact with advertising.
3. Lower Frequency, Increase Duration
An intriguing pattern emerged when considering the preference for ad frequency and duration among different age groups. We asked: “Would you prefer less frequent but longer ads or more frequent and shorter ones?” The response was quite telling, particularly among the Gen Z audience.
Approximately 64% preferred fewer but lengthier advertisements. This preference contrasts sharply with only 25% favoring more frequent, shorter ads. Comparatively, the preferences of Baby Boomers are drastically different. While they also lean towards longer ads, their preference is less dominant than Gen Z. Baby Boomers prefer fewer but extended ads by a margin of 36% compared to 30% who favor shorter, more frequent ads.
Gen Z’s distinct content consumption habits closely link to their inclination towards extended ad duration. Unlike Baby Boomers, Gen Z consumes content at a much higher rate, often on the go. For them, investing time in a longer ad in exchange for two hours of free content is appealing. In fact, similar to the previous section, younger generations see the time viewing the content they want as a “reward” for engaging in a longer ad.
4. Get Personal
Advertisers always look to cater their campaigns to consumers to create a great user experience, but how do these two generations fare with personalization?
For Gen Z, around 75% express a strong desire for personalized ads. Growing up in an era dominated by personalized targeting, they prioritize relevance in advertisements.
In contrast, Baby Boomers assign minimal significance to personalization in ads; whether an advertiser personalizes an ad doesn’t matter to them. They tend to skip past ads with little consideration for interactivity or customization. Merely 43% of Baby Boomers share a similar sentiment towards personalization.
These four distinctive factors — interactivity, reward vs. skippable, length vs. frequency, and personalization — illustrate the disparities between Gen Z and the Baby Boomers in mobile advertising preferences. Recognizing these differences is crucial when envisioning the future of your mobile campaigns. Catering your ads to the mobile-savvy customer now can be critical to long-term advertising success.
Josh Qualy is Digital Turbine’s Vice President of Digital Turbine’s East Coast Brand Business in the US. With 17 years of digital media experience, Josh has vast expertise in AdTech, programmatic and data-driven solutions in the media space. He has previously held leadership positions at Yahoo!, Dow Jones, and Dotdash Meredith. Josh lives in New Jersey with his wife and two daughters.
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