le Ads introduces new tool for marketers to connect with Gen Z //
Google launched its Gen Z Music line, a tool to help marketers connect better with young people.
Advertisers who want to reach out to young people aged 18-24 can now pay for the feature.
Why do we care? Google’s research has shown that Gen Z music is a major influence on today’s culture. Brands will be at the forefront of the culture by allowing their ads to appear near media which uses music that Gen Z listens to on repeat.
Gen Z Music also gives marketers the opportunity to connect better with Gen Z, a group that is quickly becoming amongst the largest online consumer groups. Advertisers who don’t pay attention to the content that appeals to these potential customers will fail to get their buy-in.
How it works Gen Z Music uses YouTube Shorts, audio and long-form videos to identify the most popular music. This is how it works:
- Gen Z Music identifies the most popular songs among 18-24 year olds by using data that is regularly updated across audio, YouTube Long Form and YouTube Shorts.
- Google AI uses these data to package relevant videos in the Gen Z Music line-up.
- Then, marketers can choose to purchase the entire lineup.
- After purchasing the playlist, the advertisers’ campaign is then served along with content that plays identified trending tracks.
What did Google say? Brian Anderson is the Global Head of Music and Audio at Google. He released a press release via Google Ads Help’s newsroom. He said:
- Gen Z is a major influence on the culture zeitgeist. This is largely done on YouTube where Gen Z fans can discover, consume and interact with music in multiple formats.
- Gen Z Music is a new YouTube music lineup that helps advertisers match their brand to the music Gen Z (18-24 year olds) enjoys.
Deep dive. Google’s Gen Z Music announcement is a great source of information.
The article Google Ads launches a new tool to help marketers reach Gen Z first appeared on Search Engineland.