Consumers are always looking for new products and services. This is especially true of younger consumers who are beginning to establish themselves. Because younger consumers exhibit fresh ways to interact with brands online, your accounts need new ad placement strategies.

The Status of Search

The State of Search 2025 report from adMarketplace gives a top-​down look at search. 77% of Gen Zers first learn about new products on social media.  And over 40% of Gen Zers, millennials and Gen Xers discover new products through online ads.

What’s happening with search? Consumers are still using traditional search engines. But they have opinions on how their search experience could be improved. 38% want more up-​to-​date information, and 34% want product recommendations that are personalized. 

Analysts note that this means marketers must step up their game and make sure information is consistent across major marketing channels: “brand website, social media profiles and posts and online ads.” This also means paying attention to ad placement strategies.

If your accounts need help maintaining consistency across media channels, pitch your services to them. This means verifying details such as product description and pricing. Doing so ensures that what appears in the search results is accurate.

New Ad Placement Strategies

If your clients are looking for ways to stand out to customers, set them up to test ad placements in new formats.

Search Engines Other Than Google

According to adMarketplace, consumers no longer automatically flock to their favorite search engines. Google still holds dominance in the search world – around 90% of consumers use the tool. But younger consumers are open to alternatives. Over 60% of Gen Zers and millennials are turning to other sites.

AudienceSCAN research, from AdMall, shows that 17% of Gen Zers prefer to use DuckDuckGo as their primary search engine, which is a 17% higher rate than other U.S. adults.

If your clients haven’t purchased ads on browsers like DuckDuckGo or Firefox, suggest it. You could propose an A/​B test. Help them place PPC ads on both Google and an alternative site. Then track the traffic to determine which site is more effective.

AI and Search

By now, most consumers have noticed that Google’s search results look different. The artificial intelligence overview (AIO) tool returns findings at the top of the results page. eMarketer warns that some industries and businesses will see their prominence drop in search results. This change is another reason for marketers to explore different ad placement strategies.

Mobile Apps

AdMarketplace analysts point out that mobile apps are growing in popularity. Over 50% of consumers use Buy Now Pay Later (BNPL) apps. Younger consumers are more likely to visit these sites. 30% say that it is easy to find new products and brands.

In addition, 31% of BNPL app users have clicked on ads on the sites. Consumers indicate they spend more on these sites because they have the option for payment flexibility.

Product Editorial and Review Sites

When a new tech trend arrives on the scene, consumers educate themselves. They seek out additional information before they purchase a new food or wellness product.

Editorial and reviews sites offer the kinds of details that consumers are looking for. Over half of younger consumers use these sites and frequently follow links to listed and reviewed products to make purchases. Buying space on these sites could be one of your client’s best ad placement strategies.

Long-​Form YouTube 

Younger consumers spend plenty of their media time watching long-​form content on YouTube. Specifically, the 18-​to-​24-​year-​old demographic spends 79% of their YouTube time engaging with long-​form content. This content is defined as lasting 30 minutes or more. With this group watching up to 2.7 hours daily on the platform, advertisers have plenty of opportunity to reach them.

AudienceSCAN data shows that mobile, social network ads and streaming TV ads rule as the top formats for influencing younger consumers. As a result of seeing ads or other product and service information, 21% of Gen Zers bought the item.

But to stand apart from competitors and capture attention in the digital-​first marketplace, your clients may need to do more. They should consider alternate ad placement strategies.

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