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Senior Editorial Director, Cassandra Report, Deep Focus
Pop-up and banner ads can be invasive, but on social media, where teens are possibly engaging with people they don’t necessarily know, branded content isn’t a bother. Melanie Shreffler, senior editorial director of the Cassandra Report at creative agency Deep Focus, spoke with eMarketer’s Maria Minsker about why teens can be an enthusiastic audience for contextually relevant advertising.
eMarketer: Do teens accept ads on mobile devices?
Melanie Shreffler: It comes down to the type of ad. Intrusive ads can feel like they are keeping somebody from their end goal on their phone. But there are also ads that work well on a mobile platform. We’ve heard a lot of positive responses to advertising that plays on Snapchat, because it feels more native to the platform. It’s content that teens want to experience because it belongs on the platform.
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Expected Change in 2018 Digital vs. Total Ad/Marketing Budget According to US Senior Marketers (% of respondents)
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