Lasting impact on Gen Z. The answer?

“Advertising advertising” no longer works

Marketers love talking about Gen Z. Usually, the focus is on tone of voice and creative execution. Understandable, because Gen Z requires a different approach: authentic, direct, no bullshit. In that respect, User Generated Content works particularly well. This type of content is often more effective because this generation instantly recognizes what “advertising advertising” is. And “advertising advertising” is exactly the kind of thing this group prefers to block. Quite literally, by the way.

Keep thresholds low and speak personally

From a content perspective: be clear. What are you offering, why is it relevant, and where can I get it right now? Gen Z does not wait. If something resonates, the route to action must be frictionless. Whether it concerns a product, a registration, or a job application.

Of course, Gen Z and other generations also have a lot in common. Effective creative is primarily about a message that “personally resonates.” That KPI should be leading when evaluating creatives aimed at Gen Z. Whether it is commercials for energy drinks, employer branding, entry-level jobs, or simply a commercial suggestion to get rid of your STI.

By the way, Gen Z responds better to emotional creatives than to rational executions. That is a key difference compared to other generations.

Social media is not always impact media

Brands still invest significant budgets in all kinds of social media campaigns, especially when targeting Gen Z. The reasoning is simple: “Gen Z spends a lot of time on social media, so it must be impactful and effective.” In practice, however, it is more nuanced.

Many purchased impressions on social media barely make it to the screen. Platforms may claim that ad flashes from 1.5 seconds can contribute to recognition (provided the brands are already highly familiar), but it is not particularly convincing. In reality, commercial social media advertising mainly contributes to awareness objectives.

Real impact, however, is primarily reflected in an increase in ad recall. For that, longer exposure to campaigns and commercials is required. Ultimately, strong ad recall also leads to greater brand consideration. Which is exactly what you want as a brand.

This implies that commercial social media advertising mainly contributes to awareness objectives. Longer, high-impact exposure among Gen Z needs to be found elsewhere. But where do you encounter Gen Z often enough to truly tell your story? And how do you really grab their attention?

Real impact among Gen Z: the GenerationZ Network

In addition to social media, Gen Z is frequently found at schools, campuses, and festivals. Not brain-dead browsing, but physically present in the here and now. That makes it a highly effective alternative or amplifier to social media.

This simple observation once led RetailMedia.One (RM1) to develop the RM1 GenerationZ Network. This Gen Z branding platform is now the market leader in the Netherlands.

But how exactly is this network structured? We distinguish four different layers.

Layer 1: Higher and academic education centers

Around 18 in-campus grab & go stores, equipped with full digital videowalls and modern digital screens, including a highly popular app with discounts. Nearly one million students visit these locations every month. These students see your advertising every minute for 10 seconds, with an average visit duration of 5.5 minutes per visit.

Layer 2: Vocational education (MBO) and ROC institutions

A massive nationwide network of modern digital screens in school cafeterias, atriums, and restaurants across Dutch vocational schools. Commercials appear frequently and for extended periods, especially in places where students eat and relax.

Layer 3: The surrounding areas of MBOs, ROCs, HBOs, universities, and campuses

These locations (grab & go stores) are equipped with the latest screen communication technology. They are often located just a stone’s throw from schools and educational centers.

Layer 4: Popular festivals, events, and surprising locations

This activation-driven layer, consisting of numerous digital screens, offers a more dynamic marketing approach. Naturally, this layer is highly seasonal.

The GenerationZ Network of RetailMedia.One bundles four effective media layers to reach Gen Z locally, impactfully, and at scale. Especially in places where Gen Z spends time frequently and for longer durations.

What does that deliver? More visibility, stronger recall, and better mid-funnel results. This is consistently confirmed by ad effectiveness studies conducted for larger campaigns.

The 5 unique advantages of the GenerationZ Network

If you work for a brand, agency, or government organization and want to build further on the awareness generated through social media, the GenerationZ Network provides a true amplification of effectiveness.

So what are the five key characteristics of the RM1 GenerationZ Network?

• RM1 GenerationZ Network offers market leadership in Gen Z communication
• RM1 GenerationZ Network offers strong targeting and programmatic capabilities
• RM1 GenerationZ Network offers professional campaign management
• RM1 GenerationZ Network offers next-gen campaign and audience insights
• RM1 GenerationZ Network is available through nearly all leading media agencies

Advertisers in financial services, consumer electronics, FMCG, B2B employer branding and recruitment, (semi)government, and preventive healthcare are already making strong use of our Gen Z power.

Our advice

Use social media as a foundation for reach and awareness, but do not rely on it endlessly. Structurally build mid-funnel impact by making short, authentic content visible at educational locations and popular events.

Only through repeated exposure to commercials and promotions during real-life, physical presence in Gen Z’s daily environment does the campaign recall emerge that is needed for stronger consideration and desired behavior.

Steer based on direct and fast research insights. Use Gen Z research provided by NORM AI (a RetailMedia.One solution). Gen Z is a different beast, and you need to truly understand it before you earn real attention. That is not an optimization, but a requirement.

Want to learn more about the power and possibilities of the RM1 GenerationZ Network? Get in touch via Bart@RetailMedia.One and or follow us on LinkedIn.

About RetailMedia.One

RetailMedia.One is the largest independent Retail Media player in the Netherlands. We offer powerful networks focused on lasting impact and recall. These include:

• RM1 Grab & Go Network (1000+ stores)
• RM1 Mobility Media (500+ fuel and EV stations)
• RM1 Medical Media (43 hospitals and healthcare institutions)
• RM1 GenerationZ (450 to 800 digital screens across 4 layers of education and festivals)

In addition to media solutions, RetailMedia.One also provides next-gen consumer and campaign insights through the NORM AI measurement platform.

About the author

Marcel Vogels is active in the Dutch media industry and specializes in reaching Gen Z through physical and digital networks in educational and campus environments. He also conducts extensive research into the world of Gen Z.