Tech buyers typically engage with 2–5 digital interactions with brands before making a purchase decision. For Gen Z, however, the journey extends the volume of those interactions to 6-9 times, without a longer journey timeline. As younger audiences have more pronounced digital-native behavior, this highlights the importance of omnichannel brand exposure. In fact, 65% of tech buyers say they are more likely to purchase from a tech brand that advertises across both online and TV, proving the value of consistent exposure across screens.
AI as the Driver; The Open Internet as the Destination
When talking about tech, we have to talk about AI. Across generations, audiences find brand messaging around technology and features more compelling than cost—especially Gen Z and Millennials, who value being first to experience new advancements over finding the lowest deal. AI, in particular, is emerging as a primary driver of interest and purchase intent.
Equally important is where that message lands. While the walled gardens have its place, so too does the open internet. Three of the top six most influential sources – news sites, CTV, and tech sites – sit within the open internet ecosystem. Moreover, ads on publisher platforms not only outperform those on social, but even fans of influencer content prefer to engage with the open internet to enable their purchase decisions.
More important than being everywhere is being where it matters for your intended audiences. Our global study reveals that with the right ad, in the right context, at the right time, brands can shift a tech buyer from consideration to taking action. Because advertising is indeed an influencer.