How to Target Gen Z with OTT Advertising: Strategies That Work

In the fast-changing landscape of digital marketing, brands are racing to reach Gen Z—those born between 1997 and 2012.

This tech-savvy, hyper-connected generation consumes content differently from older demographics.

Traditional TV? Not interested.

They're on streaming platforms like Netflix, Hulu, YouTube, and TikTok.

So, if you're not tapping into OTT (Over-the-Top) advertising, you're missing out on one of the most powerful ways to connect with this audience.

📌 Table of Contents

• Why OTT Works for Gen Z
• Understanding Gen Z Viewing Behavior
• Choosing the Right OTT Platforms
• Crafting Content That Clicks
• Using Data for Personalized Targeting
• Case Studies That Prove It Works
• Final Thoughts

🌟 Why OTT Works for Gen Z

Gen Z grew up with smartphones and streaming services—they expect on-demand content and personalized experiences.

According to a study by Deloitte, over 70% of Gen Z prefers streaming over traditional TV.

OTT platforms allow brands to meet Gen Z where they are, delivering video content in a format they love.

🔍 Understanding Gen Z Viewing Behavior

Gen Z multitasks while watching—often toggling between screens.

This means your OTT ad has to grab attention quickly and hold it.

Authenticity matters: they can spot a hard sell from a mile away.

They respond better to ads that reflect their values, include humor, or tell a compelling story.

📺 Choosing the Right OTT Platforms

Not all OTT platforms are created equal when it comes to Gen Z.

YouTube and TikTok remain the top platforms for short-form video engagement.

Hulu and Roku are favorites for binge-worthy series with ads.

Consider which platform aligns with your brand's tone and Gen Z’s preferences.

🎬 Crafting Content That Clicks

Keep it short, snappy, and relatable.

Your ad should tell a story in under 15 seconds or spark curiosity in the first 3 seconds.

Interactive ads, gamified experiences, and UGC-style formats work particularly well with this demographic.

Consider leveraging meme culture or challenges if the tone suits your brand.

📊 Using Data for Personalized Targeting

Gen Z expects personalization.

OTT platforms allow advertisers to use real-time data to target based on interest, behavior, and location.

Programmatic OTT buying enables you to segment audiences with surgical precision.

Use A/B testing to optimize creative elements and messaging.

🏆 Case Studies That Prove It Works

Fashion brand ASOS used personalized OTT ads on Hulu and saw a 25% increase in brand recall among Gen Z viewers.

Spotify leveraged video content on YouTube Shorts to promote Wrapped 2023, leading to viral user-generated content and increased app downloads.

Another great example is Nike, which integrated TikTok influencer campaigns with connected TV ads to create a unified multi-platform presence.

✅ Final Thoughts

Gen Z is not just the future—they're the now.

OTT advertising offers a unique opportunity to connect with them authentically, using data-driven insights and creative content.

Focus on the platforms they love, speak their language, and stay agile with your ad strategies.

By doing so, you’ll not only capture their attention—you’ll earn their loyalty.

🌐 Learn More on advinform.blogspot.com

Keywords: Gen Z marketing, OTT advertising, streaming platforms, video ads strategy, personalized targeting