"Research from McKinsey found that 65% of Gen Z consumers are prioritizing experiences over material goods, gravitating toward shared environments like fitness studios, bars, restaurants, malls, and wellness destinations."
"Physical venues are no longer just transactional; they're becoming hubs for connection and entertainment, signaling a broader return to routines outside the home."
"For years, TV in public spaces wasn't relevant or entertaining: Long-form dramas, game shows, muted cable news, and talking sports analysts that fill a screen but rarely won attention."
"CTV IRL is helping advertisers get in front of this shift, rethinking what content looks like when it's designed specifically for these settings: visual, contextual, and built for what earns people's attention."
Connected TV is transitioning to public spaces where people gather, such as restaurants and gyms. Research indicates that Gen Z values experiences over material goods, favoring social environments. Physical venues are evolving into hubs for connection and entertainment, with foot traffic rebounding. Traditional TV content in public spaces is becoming less relevant, as audiences prefer engaging, short-form content from platforms like TikTok and YouTube. Advertisers are adapting by creating visual and contextual content tailored for these environments.
Read at Miami Herald
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