Direct Line Blog

Millennials at ad:tech New York

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I have heard a lot of baby boomers and Gen Xers on panels talking about what millennials like, but today I saw a panel of actual teens talking about what they like and don't like. No surprise, Apple, Barack Obama and Ben and Jerry's ice cream were attractive brands to today's youth for representing brands that care about them, care about the environment and are high quality.

All of the teens on the panel watch TV on the Web more than on a TV and all said they couldn't live without their cellphones. No real surprise from the baby boomers who have told such stories. One important thing that resonated is that none of the teens wanted to receive text messages from companies they haven't invited in. Only one said that he might feel okay about a company who texted him without permission, if they paid for the text and it was relevant to him, but still wasn't enthusiastic. The consensus -- the phone is too personal and for friends and family only, not for companies. Mobile marketers really need to have something good to get the attention of teens through text.
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