How to Reach the Age 18 and Under Market with Out of Home Advertising



Posted: Thursday, September 10, 2009

by Jeff R. Lamb
DoMedia

The ages 18 and under demographic is an elusive, multi-tasking group. They are also usually very active and mobile, with a variety of activities occupying the bulk of their day. This group can be hard to reach through traditional media forms. Of course, different ages within this group have different habits and attention spans, making it even more difficult to target this audience as a whole.

Typically, most people falling into the age 18 and under demographic spend a larger percentage of their time outdoors than other age groups. Alternative advertising methods intercept them while they are going about their daily activities, moving from one location to the next. Out of home advertising methods are especially effective ways to capture the attention of these busy bodies. The younger individuals falling into this age group in particular respond well to large, eye catching displays.

Coming hand in hand with this diverse group's mobility is its addiction to technology. Younger individuals are always on top of the latest technological trends and advances, oftentimes moving on to the next big thing before advertisers have a chance to catch up. Focusing on technology that enhances this group's ability to remain "connected" while on the go is a must. Technologies like digital creative and Bluetooth-enabled options also make an impact.

Like any target audience, the best out of home advertising techniques will only be effective with the age 18 and under crowd if you know where to find them. Here are a few places to start:

Shopping Malls

Preteens and teens like to hang out and shop at shopping malls and other areas with clusters of boutique stores. Reach them through digital or video mall displays, stair displays, escalator advertisements and hanging banners.

Schools

You don't have to look far to find large gathering centers for the age 18 and under crowd. Reach them in elementary secondary and high schools through hall displays, newsletters and school supplies. Book covers are a great out of home advertising opportunity to reach these students. Additionally, some schools have digital or video displays available in cafeterias and gymnasiums.

Arenas/Stadiums

This crowd loves concerts and sporting events. Therefore, targeting them with arena or stadium displays during specific events can be very effective.

Theater/Cinema

Movie theaters are a big social meeting place for teens. Both theater lobby and cinema screen advertising can be very effective for this group. However, outdoor advertisements placed within view of theater parking lots are also effective.

Mobile Displays

A smart minded out of home advertiser can take a message anywhere using mobile vehicles. Targeting school events, concerts and high school games are just a few of the places that can target this demographic.

Fast Food Restaurants

Catch this group while eating and socializing with friends. Some displays are even interactive, which does an excellent job of reaching this group - in spite of its notoriously short attention span.

Aerial Advertising

Aerial messages can target any outdoor community or school event - mostly during daylight hours, but some vehicles can also target at night. These alternative advertising vehicles create a large enough sensation to attract the attention this demographic.

Jeff R. Lamb is the president of DOmedia: an out of home advertising company. DOmedia specializes in connecting asset owners with buyers for all forms of alternative advertising, including outdoor advertising opportunities. Learn more at www.domedia.com

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