Teens Rely on Brands for Cultural Awareness - eMarketer

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eMarketer Interview

Teens Rely on Brands for Cultural Awareness

Preview from eMarketer PRO

An interview with

Melanie Shreffler

Senior Editorial Director, Cassandra Report, Deep Focus


Interview summary

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.