Advertising Week 2005: IAB Turns To Teens For Marketing Feedback

IAB convened a teen “focus group” ages 15-18 Wednesday to give Ad Week attendees feedback on three interactive marketing campaigns from Nike, Coca-Cola and makers of Halo 2 aimed squarely at their demographic. Customization, personalization, DIY got high marks from the panelists in general. Nick Law, vp-visual design at presenter R/GA told the NY Times: “I think what distinguishes how teenagers interact with the media in contrast to us older folks is that they want control over the media they consume. The possibilities of self-expression are endless.”
Ad exec Grant McDonald saw some other distinguishing characteristics: “This is a very tough audience. They’re so sophisticated, more than anyone else. It takes a lot to turn them on.”

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