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Ads masquade as games for Net ads

Oct. 1, 2005 at 4:39 PM

NEW YORK, Oct. 1 (UPI) -- Ninety-seven percent of U.S. teens use the Internet, and they spend more time online than they do watching TV, a study finds.

Research by Studiocom finds teens are online more often than any other demographic group -- and what engages them is interactive advertising because it feeds their desire to control what they buy, reported the New York Times.

Advertising targeted for teens will involve more games to engage the consumer, according to Nick Law, the vice president of visual design at R/GA in New York.

"This is advertising, but it's not behaving like advertising," he said.

One thing that doesn't change when trying to target teens is going after a "cool" image.

"If you can be cool, then you're going to be talked about, and that's going to produce results," said Juan Pablo Gnecco, the chief executive of Studiocom.

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