What makes an ad memorable to the Youth Market?

Each and every one of us is exposed to some form of advertising on a daily basis, whether it's on the tube ride to work, on billboards while we sit in the proverbial stream of traffic, on the radio that makes up the background noise in the office, not to mention the endless ad breaks during our favourite TV program. More recently, social networks have joined in the fun. Now this might well indicate that advertisers have become increasingly savvy at reaching consumers in their dwell time at home or on their way to work, but in such a highly competitive market, reach is no longer enough. How effective an ad really is comes down to how memorable it is.

Can anyone think back to when ads first started to make an impact on TV? Are there any that you remember? It's incredible to think just how much power a short spurt of creative and a well placed slogan have on a brand’s image and ultimate impact on sales. VW Beetle is a great one that comes to mind. If you were alive and kicking in the late '50s, you might remember a series of 'Think Small' ads that promoted a message along the lines of ‘less is more’ with creatives that reflected a similar sense of simplicity. Or even the Clairol, 'Does she... or doesn’t she?' campaign that coined a phrase in 1956 that lasted another 15 years and boosted sales by over 400% in the first six years.

Ok, so that was then, what about now? With the constant evolution of economies around the world, advertising has become a world truly reflective of Darwin’s survival of the fittest. Not only is the audience more techno savvy and critically aware, brands have had to become far more competitive and innovative in their approach to advertising. There is the inevitable trade off, with consumers now asking the question, "Well, what's in it for me?"

So what makes an ad memorable? An article in New Media Age (13/5/10) broached the topic recently and came up with some interesting conclusions. After a survey was carried out, the top five categories listed in descending order were: Funny, Relevant, Unexpected, Informative and Celebrity Endorsed. Now if I have a think back to ads I’ve seen recently, there are already some that would fit perfectly into these categories. It doesn’t take long to come up with something funny - it would have to be Compare the Market’s insatiable meerkat, which has arguably become one of the most recognisable ad series on TV.

So, we know that ads appealing to a sense of humour are obviously a winner with the viewing public. If you think about it, using a meerkat could also fall into the unexpected category. I mean, where on earth do market and meerkat interlink? That leaves relevant and it has to be said that Cancer Research tends to hit home every time, perhaps only because of a family history connected to the disease. It would probably also fall under informative. Celebrity endorsed? Well that would have to be Jamie Oliver and Sainsburys – granted, it took me a second or two to remember which supermarket chain he was representing. But you obviously get the gist. When it comes to student advertising, it’s vital that brands tap into the most creative and innovative resources at their disposal. Youth Media offers a unique portfolio of communication solutions for brands looking for exposure in the heart of the student market. Click here to find out more.

Governments now tapping into the power of social media

While many government agencies still tend to employ the "broadcast" model when using social media, some are engaging through hashtags, community building initiatives, and geo-location analysis. These efforts are helping to better inform the public and alert them to public safety emergencies in real-time.

For more detailed real life examples, have a look at this interesting article on Mashable:

http://mashable.com/2010/05/19/government-agencies-social-media/

What about student travel plans now that summer is around the corner?

For those of us who are office bound, having entered the dog eat dog world of business after years spent studying a degree or diploma of sorts, even if we fell somewhere along the spectrum of hooligan or information junkie, memories of those long summers with nothing to do but find the next big adventure no doubt bring a certain smile to the dial. With the end of the academic year approaching, students are furiously revising for those final exams, but they will also be relishing the idea of having some well earned time off. What to do? Where to go? Who to see? Oh to be in the same position all over again!

It’s a well known fact that travel can be cheap, especially when it comes to exploring all that Europe has to offer on a student budget. It’s a time in our lives when we live for adventure, long to sate the syndrome of itchy feet and spread our newly formed wings. There’s a sense of excitement that comes along with summer, as it presents all kinds of opportunity for the young and the free. No mortgages to worry about, no kids in tow, just a backpack and the thrill that freedom and independence entails. Whether it’s travelling alone or in a group, students are always keen to take advantage of the sunny climates of our Mediterranean neighbours.

Do you specialise in travel? Do you offer discounted package deals aimed at the student market? Then this could be the perfect opportunity to launch a marketing campaign at the heart of the student market. Youth Media has a strong presence within education in the UK – our reach stands at 2.2 million students in university aged 18 and over. Our YouthWire platform enables brands to run ad campaigns that come direct to the student on their desktop within areas of study. While they’re whiling the time away engrossed in those books, every so often their mind is going to drift to those exciting summer plans and what better opportunity than to pique an interest in one of your own travel deals at that very moment. If it’s not digital media you’re after then why not make use of our poster panels situated in areas of high footfall within university libraries. Save yourself the trouble and book now to avoid missing out. If you can’t wait for summer, neither can they!