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.