New research: 3 ways brands can capture Gen Z’s attention through video ads

In the dynamic landscape of digital marketing, capturing the attention of Generation Z – or Gen Z- in the Middle East and North Africa (MENA) region requires a unique approach. Born between the mid-1990s and early 2010s, Gen Z is known for its short attention spans, digital savviness, and preference for visually engaging content. Video ads, when crafted strategically, can be a powerful tool to resonate with this demographic. In this blog post, we’ll explore key strategies to grab the attention of Gen Z in MENA through effective video advertising.

New research by Google and Kantar looks at 3 ways brands can capture Gen Z’s attention through video ads in MENA.  It is forecasted that a significant number of Gen Z will comprise the workforce in 2025, around 30%!  That’s about 60 million people in the region.  

Interesting statistics highlight the importance of how to capture Gen Z’s attention online, as over 50% get their friends are involved in the buying stages by sharing product information.  

The 3 things Google tells you to do on video ads is the following:

  1. Make them laugh

71% of Gen Z watch videos for entertainment, and 81% visit YouTube, 35% are looking for laughs as comedy skits are in demand.

  1. Tap into their passions

66% of  Gen Z in MENA uses YouTube several times a day to listen to music, check on recipes on look for fashion inspiration. 69% listen to music and 64% search for recipes and food inspiration. 

  1. Enable better buying decisions

The shopping journey isn’t linear, so they actively engage prior to making a purchasing decision. 63% of Gen Z say they relied on YouTube say they relied on Youtube before a purchase, especially with more expensive products/services. 

Non-sponsored videos performed better as they find creators a reliable source, trustworthy and appealing, having authentic content that’s interesting and entertaining.

In the ever-evolving landscape of digital marketing, connecting with Gen Z in the MENA region requires a dynamic and culturally sensitive approach. Crafting compelling video ads that are short, authentic, and culturally relevant can help your brand not only capture attention but also build a lasting connection with this vibrant and diverse demographic.

 Keep evolving your strategies, stay in tune with trends, and embrace the unique opportunities that video advertising offers in reaching Generation Z in the MENA region.

Similar blog: 3 Powerful Ways to Use Paid Advertising To Promote Your YouTube Channel

About Tala Kattan
Tala is Managing Director of our North American operations. She also oversees the ePR and branded content marketing partnerships for our global clients.

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