What have you always wondered about the economy? Tell Us

We’re so over you, millennials

Nancy Marshall-Genzer Jul 1, 2015
HTML EMBED:
COPY

We’re so over you, millennials

Nancy Marshall-Genzer Jul 1, 2015
HTML EMBED:
COPY

Move over, millennials. Marketers are zeroing in on the next generation — people still under 18 — whom they’re calling centennials.

Advertising giant WPP has just announced a new partnership with the Daily Mail newspaper and Snapchat. Why Snapchat? It has a reputation as the app for teens. So that’s where advertising money is going. 

But these aren’t your father’s ads. They blend in with Snapchat videos from your friends.

“Consumers are consolidating their time into a handful of apps,” says Julie Ask, a vice president, principal analyst at Forrester Research. “They tend to be apps that are social media, instant messaging,” 

Ask says these kinds of ads are the best way to reach busy, distracted teens.

Another reason advertisers like apps such as Snapchat? It helps them get around government regulations against advertising to the very young. Especially because apps like Snapchat don’t verify ages. 

“So once you get past the lack of age verification, it is the wild West,” says Adam Hanft, CEO of Hanft Projects, a brand strategy firm.    

That’s extremely creepy for, say, a parent of centennials. But for advertisers? It’s gold.

Marketplace is on a mission.

We believe Main Street matters as much as Wall Street, economic news is made relevant and real through human stories, and a touch of humor helps enliven topics you might typically find…well, dull.

Through the signature style that only Marketplace can deliver, we’re on a mission to raise the economic intelligence of the country—but we don’t do it alone. We count on listeners and readers like you to keep this public service free and accessible to all. Will you become a partner in our mission today?

Your donation is critical to the future of public service journalism. Support our work today – for as little as $5 – and help us keep making people smarter.