Generation Z It is that public born between 1997 and 2012, an absolute digital native that all brands want to reach but that is still largely unknown to them. How do young people consume advertising? Does the digital world impact you more than the physical one?
According to the latest data from the report “Retail & ecommerce 2023”, the The average Spanish consumer uses a combination of physical channels and on-line to make your purchases. However, when we come to the analysis of generation Z, we see that the choice of digital channels reaches almost 100%.
From adsviuPatricia Matey explains that “Young people are fully integrated into digital dynamics, especially in entertainment and consumption, so the companies that are dedicated to this sector have a duty to approach them responsibly and facilitating digital consumption with an integration of advertising and purchase on the same site”.
In this sense, Adsviu highlights in-image contextual advertising, which they have successfully deployed worldwide, respecting both the user experience and their privacy. “In general, the entire population, but especially the youngest, expect advertising to be integrated into the elements they consume digitally in the most organic way possible. That is why artificial intelligence is undergoing a unique development in recent times, and the advertising world is not far behind. Advertising generated by artificial intelligence is going to grow 40% annually and is the best ally for companies and websites, while it is also a responsible solution for advertising that the youngest prefer to consume”.
The advertising preferred by Generation Z
Generation Z, according to a study published by Rakuten, prefers advertising strategies on social networks (62%), on television (49%) and online (32%).
To reach this public and others online, Adsviu has developed its own artificial intelligence that is capable of describing and recognizing which specific products appear in the images on a website and compares them with products from associated brands. “We are capable of recognizing more than a hundred different contexts, related to all sectors and managing to match each image to the advertisement that best suits it.
Our AI includes the latest computer vision models developed by the scientific community, combining object detection models with language models similar to Chat GPT. When faced with an image of a woman wearing pants, we are able to describe the image and recognize the theme, the featured products that appear, and the additional characteristics associated with that garment, such as the wearer’s gender, the type of garment, or the color. In this way, we are able to return ads for similar products within the catalog of our advertisers.
A contextual advertising model that offers infinite possibilities to the public, by having a technology capable of contextualizing all industries and segments of products and services, especially highlighting fashion, beauty, sports, entertainment, electronics, restaurants and hotels.
Thanks to this unique contextual advertising model, Adsviu identifies images and extracts similarities with associated products and services, making it easier for consumers to obtain a complete digital experience by creating a shopping cart of great interest to the user while consuming any online or web media. “Knowing that the youngest perform the entire funnel without leaving the digital channels, the natural thing is to facilitate their purchases by putting everything in the same place,” explains Patricia Matey.