You’ve gone broadcast. But did you go deep? Why some Gen Z campaigns fall at the final hurdle

Eighteen24’s university D6 screen network is often an early inclusion on Gen Z-focused media plans. It’s targeted, full-motion, culturally aligned, context-rich, non-skippable, and crucially right in the heart of student life.

But occasionally, at the last moment, it’s dropped in favour of broadcast-only OOH.

Why?

Because the planning focus shifts from relevance to reach. From impact to ease.

From strategy to scale.

But here’s the truth: Student Gen Z aren’t spending hours next to A-roads. They are spending hours on campus. In student unions. In places where they learn, socialise, share and shape culture.

If your brand isn’t showing up there regularly, you’re not part of their daily world. And that’s a risk.

Gen Z control £36bn in spend. Gen Z students are on track to earn circa £400K more over their lifetime than non-graduates. Ignore them now, and it could cost you later.

Consider this:

• 2.7 million students across UK universities
• 80% live within 15 minutes of campus
• They spend 25–30 hours per week in student union spaces

Ten seconds on a contextual D6 every minute, with no audience wastage and full attention, drives not just immediate impact, but long-term brand value. These are future high earners and market shapers. And in trusted environments like students’ unions, word-of-mouth spreads fast and with influence.

Still, too many brands prioritise generic reach over meaningful relevance.

Broadcast media gets you in the room. But university media gets you a seat at the table.

The brands winning with Student Gen Z are the ones building relevant, repeat visibility. Not just chasing scale, but scaling smart.

So, if you’re planning your next youth campaign, ask yourself: Have we gone deep enough?

Because broadcast gets you seen.  But if you’re not in the students’ union, you’re not in the student moment.

#GenZMarketing #StudentMedia #DOOH #GoingDeep #MediaPlanning

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