How the 18-34 Male is Reinventing Advertising
18-34 males are now more likely to go online or play video games than watch TV, and Wired has a nice analysis of how companies are changing ad spending to engage them.
Highlights:
"Used to be, TV was the answer," proclaimed the president of GM North America. "The only problem is that it stopped working sometime around 1987."
[They] share a hunger for "authenticity." If the ad message doesn't jibe with the brand's image, forget it. And say good-bye to the hard sell as well.
The lessons for Madison Avenue are clear. If you want to capture this demographic's attention, be prepared to entertain and don't be afraid to polarize the audience.
"They have a total ability to block out anything they don't want to get through. From an advertising standpoint, that's what makes this animal so scary."
"We're eating the networks' lunch!" crows Jeff Brown, EA's vice president of corporate communications.
"When people used to say, 'We'd like to do guerrilla marketing,' that translated to, 'We don't have any money,'" quips Andrew Gledhill, president of the LA-based ad agency Ground Zero. "When they said, 'We'd like to do something viral,' that meant, 'We really, really don't have any money.'" No more: Ground Zero recently won a $10 million viral-marketing account from Toyota.
> Full Article
> Stat Page
(thanks to Skylab for the link)
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