How to Reach Gen Z: Best Practices for On-Campus OOH Advertising That Actually Works

If you're looking to connect with students and Gen Z audiences, here's one thing you need to know: traditional advertising channels aren’t cutting it anymore 😵.

Gen Z is smart, socially conscious, digitally native – and most importantly, they see through the noise. So how do you reach them in a way that feels authentic, non-intrusive, and actually works?

Say hello to on-campus out-of-home (OOH) advertising – one of the most effective and underrated tools for building brand awareness, loyalty, and genuine engagement with the student population. 👇🏻

At RockBox Advertising, we help brands show up where Gen Z lives, studies, socialises and spends. Here’s everything you need to know to make OOH advertising on university campuses a powerful part of your student marketing strategy.

🎯 Why Campus OOH Advertising Works for Gen Z

University campuses are buzzing hubs of activity – and they’re packed with your ideal audience.

Whether they’re grabbing a coffee between lectures, queuing in the student union, or hanging out in the library, students are constantly on the move – but also constantly exposed to their surroundings. That’s why on-campus digital screens placed in high-footfall areas work so well: they deliver consistent, high-impact visibility without interrupting their day.

Gen Z values authenticity, relevance, and experience. They’re less receptive to clickbait and hard-sell tactics, and more responsive to brands that engage with them on their turf – in creative, meaningful ways. That’s exactly what digital out-of-home advertising on campus achieves.

🚀 Best Practices for Student OOH Advertising:

1. Know Your Audience

Gen Z is diverse, informed, and socially aware. Tailor your message to reflect the issues and interests they care about – whether it's sustainability, mental health, affordability or identity. Brands that align with their values get remembered.

2. Use Creative That Stands Out

You’ve got seconds to grab attention – make them count. Use bold visuals, snappy copy, and strong calls to action. Digital displays offer the chance to rotate content, animate visuals and stay fresh. Don’t waste that real estate on static or boring creative.

3. Choose High-Footfall Locations

The most effective campus OOH ads are placed where students naturally gather: student unions, libraries, cafés, and lecture buildings. At RockBox, we operate 400+ screens across just over 100 UK university campuses, so your message hits where it matters.

4. Make It Interactive

Want to boost engagement? Add a QR code that links to a discount, competition, or quick survey. Students are more likely to interact with ads when there's something in it for them. Plus, you’ll get valuable real-time data and feedback.

5. Track Performance

OOH doesn’t have to be a shot in the dark. Use interactive surveys, like Cadbury did in their recent “Made to Share” campaign with RockBox, where they achieved 71% ad recall and over 80% purchase intent. Measuring results turns a branding campaign into a strategic win.

🧠 What Gen Z Wants from Brands

If you’re trying to market to Gen Z, don’t just sell – start a conversation. They want:

Purpose-driven brands
Visually appealing campaigns
Inclusive messaging
Real-world experiences
Value for money

Campus OOH lets you bring your brand to life in a way that feels embedded in their world – not just another ad.

📊 Real Results from On-Campus Campaigns

Here’s what the data shows:

High visibility: With millions of weekly footfall, your brand gets constant exposure.
Immediate engagement: QR code surveys and smart targeting create action in the moment.
Behavioural insight: Campaigns reveal purchase intent, brand perception, and recall.
Brand loyalty: Frequent exposure builds trust and familiarity – especially in competitive FMCG categories like food and drink.

🔑 Final Thoughts: Make Campus Part of Your Gen Z Strategy

If students are your target audience, on-campus OOH advertising should be at the core of your Gen Z marketing strategy.

At RockBox Advertising, we connect brands with over a million students across the UK through high-impact digital screens in university campuses. Whether you’re launching a new product, promoting a campaign, or simply trying to grow brand love – we’ll help you get there.