The Gen Z generation is quickly becoming the largest and wealthiest generation, yet many brands still struggle or hesitate to engage them. This high-standard audience is shaping trends and spending power, but advertisers risk missing a critical window to build trust and benefit financially before competitors step in. A new Eskimi study highlights this gap, ranking Ghana in the 25th place among the countries running the most Gen Z-focused ad campaigns.
First things first – why should advertisers care about Gen Z?
Gen Z is wealthier at this stage of life than any generation before it, according to a recent NielsenIQ and World Data Lab report. They already represent over 17 percent of global spending. Moreover, Gen Z is also the first generation ever with less than half its spend coming from Western nations, such as North America or the EU.
Chukwudi Uketui, regional manager for West and Central Africa at Eskimi, says this data shows the significant role emerging markets play among Gen Z consumers. Brands that want to remain relevant can no longer focus solely on Western consumers – gen Z’s purchasing strength is shaped elsewhere.
“Gen Z is the first generation to grow up entirely online, fluent in social media, e-commerce, and digital platforms from an early age. They move seamlessly between apps, content, and shopping channels, and expect brands to match their speed and creativity. Brands that delay learning about this audience may struggle to maintain relevance and, ultimately, revenue growth,” says Uketui.
Countries and industries leading the way
To understand which advertisers are already testing strategies for Gen Z and preparing for this new generation of consumers, Eskimi analyzed over 81.000 display ad campaigns worldwide, including campaigns in Ghana. Here are the key takeaways from the study:
• Ghana stands out as one step ahead of many countries in its Gen Z-focused online advertising efforts. It secured the 25th position among all researched countries for the scope of campaigns targeting Gen Z. Overall, Greece ranks first, followed by South Africa and Serbia.
• In Ghana, FMCG brands make up almost all Gen Z-targeted campaigns. Worldwide, the trend is rather different. FMCG brands lead with 51%, but education and technology sectors also pay a lot of attention to this audience, with 11% and 6% of the country’s analyzed campaigns respectively.
“It’s surprising to see that in Ghana, traditional sectors are more active, while technology or entertainment fields – often considered more agile – aren’t as focused on Gen Z. Many industries still underestimate their influence, risking falling behind as this generation forms loyalties. Despite growing up on social media, Gen Z’s media habits are deeply cross-platform, and display advertising remains a powerful way to reach them at scale,” says Uketui.
Tips for advertisers
Engaging this generation is far from easy. Eskimi’s data shows that campaigns targeting Gen Z often see lower click-through rates than those aimed at Millennials or other age groups, underscoring how demanding and selective this audience is. To help advertisers succeed, Uketui shares practical recommendations for brands looking to better connect with Gen Z.
1. Prioritize innovative ad formats. Most modern AdTech solutions offer brands rich media creatives or other interactive ads to capture the audience’s attention.
2. Diversify channel choices. Don’t rely on one channel – use a variety to keep your brand top-of-mind for Gen Z.
3. Be creative. Gen Z gravitates toward authenticity and originality, so campaigns need strong storytelling, visually striking design, and messaging that reflects their values and culture.
4. Experiment and adapt fast. Gen Z trends shift quickly, so advertisers should test new formats, analyze attention data, and adjust campaigns rapidly to stay relevant.
Methodology
To conduct this study, Eskimi analyzed over 81.000 online display advertising campaigns run via Eskimi DSP across 184 countries, including Ghana. Those campaigns were active online during the period between August 2022 and August 2025. Researchers split campaigns into country and industry categories.
ABOUT ESKIMI
Eskimi is a global, full-stack, end-to-end creative and media tech platform. It delivers data-driven creatives that capture attention, quality supply, advanced audience targeting, reaching 2.5 billion users, and local relevance that captures attention and creates brand impact. Eskimi operates worldwide with people on the ground in over 40 markets.
Source: ameyawdebrah.com/
