eMarketer Data

eMarketer posted these data points on getting through to the teen market (Link Here).  I have a BIG issue with this data. As presented the data completely fails to point out that advertising is no longer just about mass broadcast.  When the Teens respond that “Social Networking”, “Video Games” and “Texts” are not great ways to advertise to them they are thinking about traditional advertising — mass media broadcasts.  Of course they would score low — kids don’t want to be interrupted by advertising when playing video games, socializing with their Facebook friends, or texting.

Don’t discount these channels based on this data.  Instead, understand how to use these channels to ADD VALUE to the conversation.  Advergaming is a very effective way to engage consumers in a way that they wouldn’t consider “advertising”.  Applications that truly add value like the Kraft’s iPhone application is not considered “advertising” buy the consumer.  Texting in your American Idol vote is not considered an AT&T ad.  These are examples of ADDING VALUE — not broadcasting an ad.  To gain future generations attention marketers need to stop thinking about the “ad” and start thinking about adding the value.