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MARKETING

Trends & Statistics for Marketers

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Trends & Statistics for Marketers

Gen Z is more than just the generation that brought us the return of low-rise jeans, Y2K fashion trends, and a disdain for the side-part. As digital natives who’ve grown up in a highly connected world, Gen Z’s approach to shopping is rewriting the rules of consumer engagement. In this post, we’ll take a look at the intricacies of their preferences, online behaviors, and the impact these insights have on shaping the future of marketing strategies.

Understanding how Gen Z navigates the shopping experience is essential for marketers. Let’s dive into a few top Gen Z stats to help you learn more about this new generation of buyers. 

 

Access Tinuiti’s latest study: From A to (Gen) Z for more information on this topic.

 

Who is Gen Z? A Demographic Overview

 

Unlike generations before, Gen Z grew up in the world of smartphones and digital-first technology. From effortlessly shopping online for anything they need to making savvy purchase choices after a TikTok deep-dive, Gen Z is changing what it means to be a smart consumer in today’s world. Gen Z, often referred to as the post-Millennial generation, has never known a world without Internet, smartphones, and modern technology. They are diverse, educated, and have a strong purchasing power in today’s economy. But who are they exactly? Let’s take a quick look at their demographics. 

 

  • There are 68.6 million Gen Zers living in the United States (US Census)

 

 

  • Gen Zers are expected to account for 40% of consumers in the US (Business Insider)

 

  • Generation Z is the most racially and ethnically diverse age group in the US (Pew Research Center)

 

  • 74% of Gen Z students noted that they spend their spare time online (Gitnux

 

  • When it comes to YouTube, TikTok, Instagram, Snapchat and Facebook, 35% of teens say they are using at least one of them “almost constantly” (Pew Research Center

 

  • A large majority of teens have access to digital devices, such as smartphones (95%) and desktop or laptop computers (90%) (Pew Research Center)

 

The Online Shopping Habits of Gen Z

 

In the age of smartphones and social media, shopping has taken on a whole new dimension for Gen Z. Born into a world where technology is an extension of themselves, it’s no surprise that Gen Z has embraced online shopping and turned platforms like Instagram, TikTok, and Snapchat into virtual marketplaces. In fact, 32% of Gen Z consumers shop online at least once a day and 43% start product searches on TikTok (The Current). Let’s take a look at other trends we’re seeing in the world of Gen Z.

 

Seamless Shopping at Their Fingertips

 

For Gen Z, convenience is the name of the game. With mobile devices always within arm’s reach, they’ve taken advantage of mobile payments and digital wallets to streamline their purchasing process. Whether it’s using Apple Pay, Cash App, or other options, checking a wallet or purse for cash or cards is a thing of the past.

 

  • 73.1% of Gen Z mobile wallet users utilized Apple Pay to complete an in-store purchase during one week (Tech Jury)

 

  • 53% of people use digital wallets more often than traditional payment methods (Forbes)

 

  • Venmo, Apple Pay, and Cash App are increasingly used by Gen Z, with one in three Gen Z’s having used these services for purchases last year (Simplicity)

 

  • Usage of Venmo (33%), Apple Pay (31%), Cash App (33%), and Paypal (30%) is similar among Gen Z (Simplicity)

 

Omnichannel Shopping

 

Gen Z doesn’t just stick to one platform or method when shopping. They’ve embraced omnichannel shopping like true pros. They might start their product research on Instagram, watch unboxing videos on YouTube, compare prices on various ecommerce websites, and then finally make the purchase using a mobile payment app as mentioned above.

 

“Buy Now, Pay Later”

 

Buy Now, Pay Later (BNPL) services like Afterpay and Klarna allow consumers to split their payments into manageable installments, making big-ticket items more accessible. This approach resonates well with Gen Z’s financial sensibilities, giving them a degree of control over their spending.

 

  • Forty-eight percent of Gen Z consumers said they used BNPL for purchases from Oct. to Dec. 2022. Of those, 20% said they used a BNPL service more than three times (NCR)

 

Brand Loyalty

 

According to a recent Tinuiti Study, Gen Zers are frequent participants of loyalty programs, with at least ¾ of those studied across beauty, food and beverage, and OTC health surveys saying they’ve joined at least one loyalty program. 28% of Gen Zers said they had joined more loyalty programs to get special offers or discounts as a result of product price inflation, the highest of any generation.

 

  • While in-store shopping still had its appeal, a significantly higher preference for hybrid buying methods was evident among millennials and Gen Z shoppers, registering at 30% and 36% respectively (Statista

 

  • When it comes to spending, Gen Z tends to prioritize their favorite brands, as 64% of them express a willingness to pay a premium for shopping with brands they hold loyalty towards (Insider Intelligence)  

 

Using Social Media for Product Research & Discovery

 

Rather than scouring the Internet for product information and reviews, Gen Z relies heavily on social media for product research and discovery. TikTok is the new place to start a search and according to our recent study, Gen Zers are naturally much more likely to use TikTok than older generations, with 64% of Gen Z daily internet users saying they use it at least monthly. 

 

Other findings from our study show:

 

  • Greater use of TikTok has also instilled a greater sense of trust in the platform for Gen Zers, as 13% chose it as the social platform they most trust to protect online consumer privacy, compared to just 3% of Boomers (Tinuiti Gen Z Study)

 

  • Among beauty, food and beverage, and OTC health shoppers, more than ¾ of Gen Z respondents recalled buying a product in the last year based on the recommendation of an online influencer, far outpacing other generations (Tinuiti Gen Z Study)

 

Gen Z Values Sustainable Brands

 

Gen Z’s approach to shopping is focused on quality over quantity. This generation places a premium on products that offer genuine value and longevity. They are drawn to brands that align with their environmental and ethical values, and they seekout sustainable and socially responsible options that resonate with their views. 

 

  • 74% of Gen Z CPG shoppers across all three product categories studied said that the values and beliefs of CPG brands were at least moderately important to deciding which products to purchase, the highest share of any generation (Tinuiti Gen Z Study)

 

  • 54% of Gen Z will pay 10% more on a sustainable product, compared to 50% of millennials and just 23% of Baby Boomers (Forbes)

 

  • 75% of Gen Z consumers have said that sustainability is more important than brand name when making a purchasing decision (Sustainability Magazine)

 

Summarizing Gen Z’s Shopping Behavior

 

The youngest generation of adults has extreme buying power. They are looking for seamless shopping experiences, relevant ads, and brands that align with their values. 

Is your brand keeping up with their demands? More than ever, marketers need to understand what Gen Zers are looking for in today’s world. If you’d like more insight into Gen Z, contact us today or access Tinuiti’s latest study: From A to (Gen) Z for more information on this topic.

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YouTube Ad Specs, Sizes, and Examples [2024 Update]

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YouTube Ad Specs, Sizes, and Examples

Introduction

With billions of users each month, YouTube is the world’s second largest search engine and top website for video content. This makes it a great place for advertising. To succeed, advertisers need to follow the correct YouTube ad specifications. These rules help your ad reach more viewers, increasing the chance of gaining new customers and boosting brand awareness.

Types of YouTube Ads

Video Ads

  • Description: These play before, during, or after a YouTube video on computers or mobile devices.
  • Types:
    • In-stream ads: Can be skippable or non-skippable.
    • Bumper ads: Non-skippable, short ads that play before, during, or after a video.

Display Ads

  • Description: These appear in different spots on YouTube and usually use text or static images.
  • Note: YouTube does not support display image ads directly on its app, but these can be targeted to YouTube.com through Google Display Network (GDN).

Companion Banners

  • Description: Appears to the right of the YouTube player on desktop.
  • Requirement: Must be purchased alongside In-stream ads, Bumper ads, or In-feed ads.

In-feed Ads

  • Description: Resemble videos with images, headlines, and text. They link to a public or unlisted YouTube video.

Outstream Ads

  • Description: Mobile-only video ads that play outside of YouTube, on websites and apps within the Google video partner network.

Masthead Ads

  • Description: Premium, high-visibility banner ads displayed at the top of the YouTube homepage for both desktop and mobile users.

YouTube Ad Specs by Type

Skippable In-stream Video Ads

  • Placement: Before, during, or after a YouTube video.
  • Resolution:
    • Horizontal: 1920 x 1080px
    • Vertical: 1080 x 1920px
    • Square: 1080 x 1080px
  • Aspect Ratio:
    • Horizontal: 16:9
    • Vertical: 9:16
    • Square: 1:1
  • Length:
    • Awareness: 15-20 seconds
    • Consideration: 2-3 minutes
    • Action: 15-20 seconds

Non-skippable In-stream Video Ads

  • Description: Must be watched completely before the main video.
  • Length: 15 seconds (or 20 seconds in certain markets).
  • Resolution:
    • Horizontal: 1920 x 1080px
    • Vertical: 1080 x 1920px
    • Square: 1080 x 1080px
  • Aspect Ratio:
    • Horizontal: 16:9
    • Vertical: 9:16
    • Square: 1:1

Bumper Ads

  • Length: Maximum 6 seconds.
  • File Format: MP4, Quicktime, AVI, ASF, Windows Media, or MPEG.
  • Resolution:
    • Horizontal: 640 x 360px
    • Vertical: 480 x 360px

In-feed Ads

  • Description: Show alongside YouTube content, like search results or the Home feed.
  • Resolution:
    • Horizontal: 1920 x 1080px
    • Vertical: 1080 x 1920px
    • Square: 1080 x 1080px
  • Aspect Ratio:
    • Horizontal: 16:9
    • Square: 1:1
  • Length:
    • Awareness: 15-20 seconds
    • Consideration: 2-3 minutes
  • Headline/Description:
    • Headline: Up to 2 lines, 40 characters per line
    • Description: Up to 2 lines, 35 characters per line

Display Ads

  • Description: Static images or animated media that appear on YouTube next to video suggestions, in search results, or on the homepage.
  • Image Size: 300×60 pixels.
  • File Type: GIF, JPG, PNG.
  • File Size: Max 150KB.
  • Max Animation Length: 30 seconds.

Outstream Ads

  • Description: Mobile-only video ads that appear on websites and apps within the Google video partner network, not on YouTube itself.
  • Logo Specs:
    • Square: 1:1 (200 x 200px).
    • File Type: JPG, GIF, PNG.
    • Max Size: 200KB.

Masthead Ads

  • Description: High-visibility ads at the top of the YouTube homepage.
  • Resolution: 1920 x 1080 or higher.
  • File Type: JPG or PNG (without transparency).

Conclusion

YouTube offers a variety of ad formats to reach audiences effectively in 2024. Whether you want to build brand awareness, drive conversions, or target specific demographics, YouTube provides a dynamic platform for your advertising needs. Always follow Google’s advertising policies and the technical ad specs to ensure your ads perform their best. Ready to start using YouTube ads? Contact us today to get started!

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Why We Are Always ‘Clicking to Buy’, According to Psychologists

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Why We Are Always 'Clicking to Buy', According to Psychologists

Amazon pillows.

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A deeper dive into data, personalization and Copilots

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A deeper dive into data, personalization and Copilots

Salesforce launched a collection of new, generative AI-related products at Connections in Chicago this week. They included new Einstein Copilots for marketers and merchants and Einstein Personalization.

To better understand, not only the potential impact of the new products, but the evolving Salesforce architecture, we sat down with Bobby Jania, CMO, Marketing Cloud.

Dig deeper: Salesforce piles on the Einstein Copilots

Salesforce’s evolving architecture

It’s hard to deny that Salesforce likes coming up with new names for platforms and products (what happened to Customer 360?) and this can sometimes make the observer wonder if something is brand new, or old but with a brand new name. In particular, what exactly is Einstein 1 and how is it related to Salesforce Data Cloud?

“Data Cloud is built on the Einstein 1 platform,” Jania explained. “The Einstein 1 platform is our entire Salesforce platform and that includes products like Sales Cloud, Service Cloud — that it includes the original idea of Salesforce not just being in the cloud, but being multi-tenancy.”

Data Cloud — not an acquisition, of course — was built natively on that platform. It was the first product built on Hyperforce, Salesforce’s new cloud infrastructure architecture. “Since Data Cloud was on what we now call the Einstein 1 platform from Day One, it has always natively connected to, and been able to read anything in Sales Cloud, Service Cloud [and so on]. On top of that, we can now bring in, not only structured but unstructured data.”

That’s a significant progression from the position, several years ago, when Salesforce had stitched together a platform around various acquisitions (ExactTarget, for example) that didn’t necessarily talk to each other.

“At times, what we would do is have a kind of behind-the-scenes flow where data from one product could be moved into another product,” said Jania, “but in many of those cases the data would then be in both, whereas now the data is in Data Cloud. Tableau will run natively off Data Cloud; Commerce Cloud, Service Cloud, Marketing Cloud — they’re all going to the same operational customer profile.” They’re not copying the data from Data Cloud, Jania confirmed.

Another thing to know is tit’s possible for Salesforce customers to import their own datasets into Data Cloud. “We wanted to create a federated data model,” said Jania. “If you’re using Snowflake, for example, we more or less virtually sit on your data lake. The value we add is that we will look at all your data and help you form these operational customer profiles.”

Let’s learn more about Einstein Copilot

“Copilot means that I have an assistant with me in the tool where I need to be working that contextually knows what I am trying to do and helps me at every step of the process,” Jania said.

For marketers, this might begin with a campaign brief developed with Copilot’s assistance, the identification of an audience based on the brief, and then the development of email or other content. “What’s really cool is the idea of Einstein Studio where our customers will create actions [for Copilot] that we hadn’t even thought about.”

Here’s a key insight (back to nomenclature). We reported on Copilot for markets, Copilot for merchants, Copilot for shoppers. It turns out, however, that there is just one Copilot, Einstein Copilot, and these are use cases. “There’s just one Copilot, we just add these for a little clarity; we’re going to talk about marketing use cases, about shoppers’ use cases. These are actions for the marketing use cases we built out of the box; you can build your own.”

It’s surely going to take a little time for marketers to learn to work easily with Copilot. “There’s always time for adoption,” Jania agreed. “What is directly connected with this is, this is my ninth Connections and this one has the most hands-on training that I’ve seen since 2014 — and a lot of that is getting people using Data Cloud, using these tools rather than just being given a demo.”

What’s new about Einstein Personalization

Salesforce Einstein has been around since 2016 and many of the use cases seem to have involved personalization in various forms. What’s new?

“Einstein Personalization is a real-time decision engine and it’s going to choose next-best-action, next-best-offer. What is new is that it’s a service now that runs natively on top of Data Cloud.” A lot of real-time decision engines need their own set of data that might actually be a subset of data. “Einstein Personalization is going to look holistically at a customer and recommend a next-best-action that could be natively surfaced in Service Cloud, Sales Cloud or Marketing Cloud.”

Finally, trust

One feature of the presentations at Connections was the reassurance that, although public LLMs like ChatGPT could be selected for application to customer data, none of that data would be retained by the LLMs. Is this just a matter of written agreements? No, not just that, said Jania.

“In the Einstein Trust Layer, all of the data, when it connects to an LLM, runs through our gateway. If there was a prompt that had personally identifiable information — a credit card number, an email address — at a mimum, all that is stripped out. The LLMs do not store the output; we store the output for auditing back in Salesforce. Any output that comes back through our gateway is logged in our system; it runs through a toxicity model; and only at the end do we put PII data back into the answer. There are real pieces beyond a handshake that this data is safe.”

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