Google ad’s new tool to strike a chord with Gen Z: a must-try option?

Published: July 10, 2023

min read

Although the rapid proliferation of digital channels has created a multitude of opportunities for businesses, it also puts brands in a position to chase what kinds of strategies on various platforms work well among their target audiences to connect with them efficiently.

Particularly the Gen Z audiences. They are one of the notable consumer groups, and their world is just vast and different. Statistics show Generation Z is the world's most digital audience, spending two-thirds of total media time (67.7%) with digital channels, more than any other age group.

And to help businesses engage with them effectively, Google ads recently announced a new tool called Gen Z Music Lineup.

According to Google, the music preferences of Generation Z have a significant impact on how today's society is shaped. Brands will be seen as being on the cutting edge of culture if they gain insight into what songs are popular. And this new tool will allow marketers to have their ads shown alongside media that features the music that is trending among Gen Z audiences.

The Gen Z Music Lineup tool identifies trending music using data from various sources like audio, long-form, and YouTube Shorts and proceeds as follows:

Using frequently refreshed data, the tool identifies trending songs among 18- to 24-year-olds. Google AI applies this information to curate relevant music videos for Gen Z.

Marketers can then choose to purchase the Lineup. Following the purchase of the Lineup, advertisers' campaigns will be served alongside content featuring the identified trending songs.

The sponsored function is now available globally to assist advertisers who want to increase their attractiveness to consumers aged 18 to 24.

What does the new tool mean for CMOs?

With Gen Z being the first generation to have grown up with the internet, mobile phones and social media are just part of their lives. And connecting to this generation authentically is not easy, as their world of trends is moving at a fast pace.

With this generation having a myriad of options to find and listen to music, their world is diverse when it comes to music, and their craze for the new generation of artists and music is only mounting. As music plays a critical role in connecting with people, we believe Google’s new Gen Z Music lineup is something brands must not ignore.

Here are a few benefits that, in our opinion, brands could reap with this new tool:

  • As music plays a critical role in Gen Z’s everyday life, we believe businesses can increase their chances of amplifying brand engagement among Gen Z audiences by using this new Gen Z Music lineup feature in their marketing efforts. As it allows them to appear alongside the trending music tracks, it can improve the likelihood of audiences paying attention to the ads and tapping on them. This way, brands can increase their reach, foster a deeper connection with young consumers, and boost the effectiveness of their advertising campaigns.
  • While using this new tool, businesses are understanding Gen Z's music preferences and targeting them. And it is well known that Gen Z consumers generally prefer authentic and transparent brands. Thus, using this feature will help brands demonstrate that they genuinely care about their target audience. This, in turn, can boost trust and credibility among their audiences and positively influence their purchasing decisions.
  • Using this all-new feature can also give businesses a competitive edge. By staying tuned to the trending music that is popular among Gen Z audiences and incorporating it into their advertising strategies, businesses can stand out from competitors and position themselves as relevant brands within the Gen Z market. This can increase the sense of relatability among audiences, improve engagement, and improve ROI.
  • Leveraging this new Google Ads' tool will likely give more valuable data and an understanding of Gen Z audiences’ music preferences. Businesses can in turn use this information to tweak their overall marketing strategies, product development, and partnerships. This way, it can empower businesses to design their marketing approaches and campaigns in a way that aligns with the Gen Z mindset. Ultimately, it can help them increase their chances of attracting eyeballs and driving conversions.

Overall, Google’s new tool is something brands must not miss out on if they intend to resonate well with younger generations. In today’s digital market, where the competition is unbelievably high, it is crucial for brands to adopt these kinds of tools to stay ahead in the race and drive business growth.


Bill Walker

Bill is a marketing strategist who believes in the power of storytelling. He's known for his creativity, wit, and ability to connect with audiences across all channels. When he's not crafting marketing campaigns, you can find him hiking in the mountains or reading a good book.


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