Marketers in new pursuit of 18-34 year olds

Posted by Cory Bergman on September 12, 2006

That’s nothing new, but the tactics are changing. Instead of throwing money at TV spots, media buyers are increasingly shifting to non-advertising forms of marketing to reach younger Americans: events, branded entertainment, experiential media, product placement and to a lesser extent, mobile marketing. In fact, these areas are emerging as the fastest-growing sectors in the media economy, according to an upcoming report by Veronis Suhler Stevenson. All the more reason for TV to get non-traditional in the battle for 18-34 year-old eyeballs and the marketing dollars that go along with them. (Free reg. req.)

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