The most effective ad content for reaching teens are those that show other teenagers using the product and enjoying it, according to a new study from Fuse Marketing.
Regardless of what product was being advertised, the medium with the highest ad recall was TV, proving that the multi-million dollar medium is not dead yet.
The least most effective ads aimed at teens were those that caused an emotional response or “personal interaction” with an ad.
A teenager’s acceptance of ads varies according to media platform, according to the study. Sponsorship of live events enjoyed the highest level of ad acceptance among teens, followed by TV, radio, print and online.
The medium with the lowest teen ad acceptance was text messaging, followed by video games and social networks.
The “Teen Advertising Study”, which was compiled in conjunction with the University of Massachusetts, revealed that teens were more susceptible to online advertising if they could relate to it and if they found it funny.
The first generation to grow up digital is online nearly all the time with 45 per cent of the US teen market admitting that they are heavy users of the internet.
Just 16 per cent of teens said they were light users of the internet with 35 per cent characterising themselves as average users.
Teen web users were active users of online media with a staggering 90 per cent using e-mail regularly, 83 per cent watching online videos and 72 per cent actively using social networks, according to the study.
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