BECAUSE 97 PERCENT of American teenagers use the Internet, spend more time online than they do watching television, and set trends in the market; it is essential for marketers to understand what turns them on. Last week, online advertising agencies tried to gain real insights into the teenage market during an event at the Millennium Hotel in Times Square, New York. The Interactive Advertising Bureau invited 10 teenagers to the event to evaluate the effectiveness of major online campaigns in front of hundreds of industry executives.
The teenagers watched demonstrations from Nike, Coca-Cola and the video game Halo 2 before providing frank reviews of each. Grant McDonald, founding partner of North Castle Partners, moderated the event. He said, “This is a very tough audience.â€? “They’re so sophisticated, more than anyone else. It takes a lot to turn them on.”
After the teenagers disbanded, Mr. Gnecco winced at the reaction to Coke Studios. “They destroyed me,” he said.
One thing that the teenagers echoed throughout the event was the desire for customization. James Del Guidice, 18, said, “The fact that you actually get to do it yourself is good.â€? “I definitely think the more custom, the better.” Mildred Arteaga, 17, said, “Everybody is looking to be different.”
For the full article and more comments from the trend setters, go to: NY Times: What’s Cool Online, Teenagers Render Verdict
