This young, formerly elusive media demographic is now aswarm with digital media choices and, clearly, relatively receptive to digital advertising messages. But don't turn your back on "old" media as part of your mix when targeting the younger demographic.
I was on the phone with Kara Buckner of Fallon this week, discussing how a major consumer-facing client of its is starting to redirect the bulk of its marketing efforts from Boomers to Gen Y. She and I (both X'ers) conspiratorially snickered at the realization that the generation that had boldly declared that it did not want to be anyone's target market had been suitably rewarded.
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