50% of Ad Spending Going Online, Higher For Kids?

April 30, 2009 at 10:24 am 3 comments

computermoney2[T]he [advertising] industry is heading into a “50-50 world” in which half of revenues go to digital and interactive campaigns.”

— Laura Desmond, Starcom MediaVest (BusinessInsider.com

I would venture to guess that an even higher percentage of youth-targeted advertising will be spent online, since more young people have greater online density than other age demographics.  Companies that know how to engage youth with brands in respectful, responsible, audience-useful ways <read OneSeventeen Media>, have a tremendous revenue opportunity in the shift to increased online spending.   

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Entry filed under: Business, Kids, Marketing, OneSeventeen Media, Social Media, Youth. Tags: , , , , , , .

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3 Comments Add your own

  • 1. Amy Looper  |  April 30, 2009 at 5:04 pm

    This supports other observations being reported through out the industry. One big reason is that online ad spending is going up. As budgets get tighter when the economy is bouncing around, online ad spending can show more immediate results. With the wide range of online analytic packages available it is a much better and quicker way to know if you’re getting results.

    It’s also a better way to engage in a meaningful dialog with your customer – well duh! ;- )

  • 2. Renee' Bacherman  |  May 6, 2009 at 3:15 pm

    This trend in online advertising makes sense since the younger generation is growing up online. Available and emerging technology continue to make it easier to cost effectively target ads to special interest groups and to indivduals. This laser focus should lead advertisers to higher revenues and margins.

  • 3. Beth Carls  |  May 6, 2009 at 3:38 pm

    What’s also interesting is that our research shows that kids “get it” that the most important thing is access to content and if they have to see an ad here or there, they’re willing to tolerate that.

    Some kids will block the ad out…just like they sometimes “block out” the adults in their lives. Others will pay attention…if the ad is targeted to them and relevant.

    If we want to give ALL kids what they want – free online access to quality content- we have to find ways to respectfully market to them in order to monetize the online communities where this content can be found.


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