Gen Z is a major online consumer group, and understanding what content engages them is crucial for advertisers. Google Ads has launched the Gen Z Music lineup, a new tool that helps marketers better connect with young people.
The paid-for feature is now available globally to assist advertisers who would like to increase their appeal to 18- to 24-year-olds.
Why is this important?
Google has identified that the music favored by Gen Z plays an important role in shaping today’s culture. By finding out what songs are trending and allowing advertisers to have their campaigns displayed near media that uses the music this cohort has on repeat, brands will be seen at the forefront of culture.
How does it work?
The Gen Z Music lineup feature uses data from audio, long-form, and YouTube Shorts to identify trending music. It follows these steps:
- The Gen Z Music lineup identifies trending songs amongst 18- to 24-year-olds using regularly refreshed data across audio, long-form, and YouTube Shorts.
- Google AI then uses this data to package relevant music videos into the Gen Z Music lineup.
- Marketers then have the option to buy the lineup.
- Upon purchasing the lineup, advertisers’ campaigns will then be served alongside content that plays the identified trending songs.
What has Google said about this?
Brian Anderson, Google’s Global Head of Music and Audio, released a statement via the Google Ads Help newsroom. He said:
- Gen Z plays a huge role in shaping the cultural zeitgeist. And this largely happens on YouTube, where Gen Z music fans discover, consume, and participate in music across multiple formats.
- Now Google is helping advertisers align their brand with the music Gen Z audiences (18-24) love on YouTube with the new Gen Z Music lineup.
In summary, the Gen Z Music lineup is a new tool from Google Ads that help marketers better connect with young people by targeting their campaigns to music that is popular with Gen Z. This is a valuable tool for advertisers who want to reach this important demographic.
The Gen Z Music lineup is available now globally through Google Ads.
Check Google’s blog post to discover more ways advertisers will soon be able to reach
Gen Z.
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