The document discusses how marketing to youth has changed and needs to focus on creating useful, engaging content and experiences worth sharing rather than just advertisements. It notes that today's youth are experts at multitasking and filtering out boring content. Successful marketing strategies discussed include creating content that stimulates conversations, involving the target audience, and focusing on advocacy over traditional advertising. Statistics provided show how these strategies were effectively used in the launch of the TV show Skins.

1. Youth Marketing Just Got Useful Cameron Saunders Head of Marketing – Channel 4 12 th December 2008

2. My view on marketing

4. Generation “Why Should I Care?” “ They consume more hours of media a week than they get sleep. They’re masters at multi-tasking, squeezing 31 hours of activity into one day. 26% of their time is spent on multiple media and as a result, they have got very good at filtering out all the boring bits… Source: MediaLife 2006

5. Don’t believe the hype!

6. What young people like doing most… Source: MTV/Microsoft July 2007

7. Content – in particular TV – plays a key role in fuelling conversation “ TV is the platform to deliver content. The PC is where you go to talk about it.” Caroline Vogt Microsoft

8. What does this mean for marketing? Create content and events worth talking about, and get those conversations overheard. Time for youth marketing to get useful!

9. That’s easy for you to say, you work in telly!

10. The marketing challenge for the launch of Skins No-one had successfully launched a new drama series on UK multichannel TV! 1 st episode audiences 000s

11. The strategy to get ‘Generation Why Should I Care’ to care Discovery Involvement Advocacy

14. Some facts and figures Over 140,000 MySpace friends Second series audience of over 2.1million people across TV and online 20,000 applications for tickets Over 3 million views of online content E4 now the 3 rd biggest commercial TV channel in the UK for 1634s

15. Summary Role of marketing is increasingly to stimulate, nurture and guide conversation. “ Marketing just got useful” – focus on creating value for customers

16. Summary Marketing becomes a benefit, not just about communicating the benefit. Invest in content and utility first, media second – but don’t forget to get your conversations overheard!

17. The magic equation 1 x 60 x 7 = 420 (100,000 advocates = 42 million ad impacts)

18. Thank you! LinkedIn: Cameron Saunders