It’s becoming increasingly apparent that tweens, teens and twenty-somethings are leading the tremendous paradigm shift that is taking place in communications. As a result, these younger demographics are getting more and more dedicated attention from marketers all over the world. Most recently, Admax Network, a leading digital advertising network in SouthEast Asia, launched a specialist youth unit, called Youth Channel, for advertisers targeting young internet users.
“With the Youth Channel, advertisers can now reach multiple youth audiences simultaneously, whilst enjoying the flexibility to target specific consumer profiles by content, geographies, and time of day; thus, delivering tailored ads,” Paul Srivorakul, MD for AdMax Network, said.
The Youth Channel platform includes social networking, entertainment, shopping, gaming and sports sites, and will reach more than five million online youths across Singapore, Indonesia, Malaysia, Thailand, the Philippines and Vietnam.
The company also just anounced a partnership with PopGames, a casual gaming site, to target women.
“Whilst the profile of ‘serious’ gamers tends to be young men, casual online gamers are more evenly split across genders. In fact, 39 per cent of PopCap game users across Southeast Asia are married with children living at home,” commented Gilbert Lo, Director of Media Development for Admax Network. “Since 65 per cent of PopCap users in Southeast Asia are female - compared to 73 per cent in Singapore - and 46 per cent have a college degree or above, PopCap’s online games are attractive to advertisers targeting female or well-educated demographic segments.”
These moves highlight both youth and women as digital leaders and coveted consumers. Since Asian marketers and publicists tend to shy away from emerging channels, hopefully they will open their eyes to the opportunities that lay outside of print.
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