Teens are a fickle group for advertisers. They spend huge amounts of their time online, and their digital lives are central to everything they do. But it’s difficult for advertisers to figure out how they can speak to them there without intruding. Heather Watson, consulting and behavioral insights lead at generational research and solutions firm CGK, spoke with eMarketer’s Caroline Cakebread about the necessity of crafting an authentic brand identity online and off.
