Marketing to teens online
August 9th, 2004 Posted in MarketingMcKinsey Quarterly has an article about what we know already. That markets are changing and fast and that media companies (and others) need to find a way to understand the underlying changes.
US teenagers and young adults spend almost 17 hours a week on the Internet, six times the national average, yet advertisers continue to allocate a disproportionate share of teen-related ad spending to traditional media.
The article conclusions are uninspiring, talking about advanced viral marketing and product placements, but there are a couple of points worth mentioning. The consultants note that the response by media companies has been unimaginative and that:
… rudimentary cross-media measurement data are thwarting the attempts of media companies to develop next-generation ad strategies for teenagers.
And there is also a useful graph for the metric minded.
