April 30, 2025
Real attention insights from our elevator network reveal surprising priorities beyond digital stereotypes
Talk about Gen Z often starts and ends with their screen time, short attention span, TikTok use, and streaming trends. But this one-dimensional view misses the depth of a group shaped by sweeping social, tech, and economic forces unlike any before them.
We used our AVA eye-tracking to study response to ads that ran on our network in 2025. Our setup tracks where riders look, down to fractions of a second, and what we found when we dug into Gen Z data tells a new story—one that shows them as keen, well-rounded folks with wide-ranging interests far beyond their screens.
Ads for parties and those running for office got strong attention, hinting this group cares far more about who runs things than most give them credit for.
Though known as "digital kids," Gen Z still values real world experiences, like shows, concerts, golf sims, and live events. This speaks to their desire for true, shared experiences outside the online world.
Health-related ads—mainly for gyms and care centers—steadily draw Gen Z's gaze. This shows a group that cares about staying fit and looking after their bodies.
From internet service, to tax tips, to job leads, Gen Z's attention patterns reflect their entry into adulthood and establishing independence through practical everyday services.
Beyond what they like to see, we found some keys to encourage Gen Z to pay more attention:
The highest-performing ads used bold text overlays, quick cuts, and immediate visual impact. In an elevator environment where viewing time is naturally limited, this approach aligns perfectly with Gen Z's fast-paced content consumption patterns on platforms like TikTok, Reels, and YouTube Shorts.
QR codes in numerous ads enabled an easy path from watching to doing. This swift bridge from the real world to the web works well for this group that are so comfortable with switching.
Ads with true stories or true-to-life scenes did well. From fitness member stories to slightly awkward but genuine social situations around cannabis education, Gen Z responded to human experiences that felt less staged and more authentic.
Whether it's a cheap ticket, help with high rent, a low pricing, or ways to save time, ads that showed clear worth spoke to a group dealing with tough times and who need to be smart with what they have.
Bold colors, clean designs, smooth animations, and contemporary typography grabbed the most attention. These visual styles mirror what Gen Z encounters daily in their favorite apps, making the content instantly recognizable and easier to connect with
Our elevator attention data makes a strong case for seeing Gen Z as complete individuals rather than digital caricatures. What they watch shows a group walking the line between online know-how and real-world life across politics, wellness, experiences, and practical needs.
What makes our elevator screens so good at reaching this group is the captive environment combined with our AVA technology's ability to precisely measure actual attention—not just impressions or dwell time. In the elevator, we're seeing genuine engagement with diverse content that matters to Gen Z when it's presented in ways that respect their communication preferences.
It's time we “lift” our grasp of Gen Z beyond apps and feeds, and see them as the deep, multifaceted group they truly are, one that's watching the world around them in ways we might have missed. And the best place to reach them might not be online, but during those brief, accessible elevator rides where our data shows they're truly open to watch what speaks to them.
