Finding the "lost" demographic.

Trying to hit that juicy demographic of young men 18 - 34? Go online. The ability to pinpoint a narrow slice of the Internet population is calling into question the whole idea of broad demographic categories. In part because the Net is one place where you can find a lot of young males, Internet advertising is experiencing a remarkable surge. Marketers are realizing they can slice and dice the demo and go for the 'bull's-eye target'. Add to that the ability to create an interactive experience memorable enough to break through the filter mechanism and generate buzz, and you've got something far more likely to register with media-saturated guys than advertising. What this means: Advertising isn't dead, but the models are changing. With the increasing popularity of tools like Tivo, viewers contorl the viewing experience more than ever. Pull marketing becomes more important. Advertisers will have to raise the creative bar if they want to reach anyone from this sensory-overloaded demographic in five years. The old rules will still apply, but the delivery will have to be fresh and unexpected. Read the Wired article here