Marketers in new pursuit of 18-34 year olds

That’s nothing new, but the tactics are changing. Instead of throwing money at TV spots, media buyers are increasingly shifting to non-advertising forms of marketing to reach younger Americans: events, branded entertainment, experiential media, product placement and to a lesser extent, mobile marketing. In fact, these areas are emerging as the fastest-growing sectors in the media economy, according to an upcoming report by Veronis Suhler Stevenson. All the more reason for TV to get non-traditional in the battle for 18-34 year-old eyeballs and the marketing dollars that go along with them. (Free reg. req.)