From David "Nasty Pig" Lauterstein

Advertising Gets Friended in Social Media as Key Source for Connecting with Youth Culture, New Study Reveals

October 5, 2010, Los Angeles, CA—Fresh data revealing social networking patterns and preferred types of advertising among 13-25-year-olds across the United States shows that 58.1% of the youth marketplace let corporate brands become friends/followers on their social network profiles—a percentage that has increased in the last 2 years. Percentages are slightly higher among males compared with females, and peak among specific age groups.

What this indicates is the importance of brands that can successfully become a part of the lifestyle of youth markets as young people friend such brands as a status symbol, recognizing their credibility. This also illustrates the importance and on-going race for youth brands to become ingrained in lifestyle elements of the marketplace, including social media, as an important point of connection. On the flip side of this however, is the careful line drawn if this savvy marketplace suspects anything that smacks of insincerity.

This information, along with preferred types of advertising, the most effective sponsorship measures, and viral marketing, are a part of the “Advertising and Sponsorship Report” in Label Networks' Fall Youth Culture Study, illustrating how youth culture is connecting with brands today in America.

“Quantifying and seeing the shifts in advertising that are most effective and least effective makes this Study a vital tool towards integrating with this new generation of consumers,” explains Tom Wallace, President of Label Networks, producers of the Study and a leader in global youth culture intelligence and research-based branding strategies. “Aspects such as effective social networking and advertising, viral marketing via preferred types of sponsorship, and how, where, and why youth culture connects with some brands and not others, provides invaluable insight especially when navigating today’s difficult economy.”

Often touted as the favorite Youth Culture Study of Label Networks’ seasonal trio of primary data and analysis of consumer insights, including the Spring and Summer Youth Culture Studies, the Fall Study includes many sections such as Advertising and Sponsorship that brands find very timely especially when planning for the following year.

Other key aspects of the Fall Youth Culture Study includes the Green Marketing and Humanitarian section covering marketing, volunteerism, and non-profits, an entire section devoted to Action Sports and the changing Size of Markets, plus changes in spending and preferred brands in Fashion, Footwear, T-shirts, and Denim.

Highlights from the Advertising and Sponsorship Effectiveness Report in the Fall Youth Culture Study 2010 include:

• Preferred Types of Advertising and Least Preferred Types plus Differences by Gender and Age Groups
• Best Ways Youth Market Feels Brands Can Connect with Them
• Social Networks and Corporate Brands and Which Demographics are Most Effected by Various New Media Campaigns
• Best and Fastest Ways that Youth Market Passes Along Information, including News, Advertising, Trends
• Culture Jamming, Street Art Marketing, and Viral Marketing that Resonate with Youth Culture Today
• Green Marketing through Eco and Humanitarian Initiatives, including Top Concerns, Non-Profits, Eco-Fashion, Volunteerism, Rebels through Making a Difference
• The Best ONE Thing a Sponsor Can Do to Grab Youth Market’s Attention
• Effects of Sponsorship Effectiveness including Retention, Pass-along Rate

Results in the Study are provided in colorful charts and graphs, by topline, then cross-tabulated by gender, and again by 4 different age groups. Comparative analysis written in “Macro Trend” editorials by Label Networks’ Youth Culture Experts provide a quick snapshot of key findings, including historical analysis, visuals, and pull-quotes for fast, effective, understanding.

For businesses looking to maximize their advertising, marketing, and sponsorship strategies as they pertain to the youth marketplace, Label Networks’ Fall Youth Culture Study 2010, including the Advertising and Sponsorship Report, provides the most timely and insightful information available for brands and agencies planning fresh campaigns that connect and resonate with this new generation. For subscription information, email info@labelnetworks.com; or call (323) 630-4000.

The margin of error for the data in the Fall Youth Culture Study 2010 is less than 2.5% at a confidence level of 95%.

About Label Networks:

Label Networks, Inc. is a leading global youth culture marketing intelligence and brand strategy company that measures the most trendsetting subcultures in the world. Since 2000, Label Networks has created Global Youth Culture Studies and topical Profile Reports based on Label’s proprietary methods to gain constantly fresh quantitative and qualitative data utilizing a combination of remote data-acquisition and analysis systems, and a unique network of Global Youth Culture Experts and Analysts. The results offer scientific and intuitive information, which Label Networks uses as the basis for brand strategies to connect today’s original thinkers in branding, marketing, and sponsorship to the youth marketplace. Some clients include: Apple Computer, Timberland, Dickies, Bauer, Airwalk, Kia, Columbia, LogiTech, Dr. Pepper, Sunkist, SkullCandy, 7-11, RedBull, Coca-Cola, New Balance, Fuel TV/Fox Sports, Footlocker Europe, Oakley, The North Face, ZICO Coconut Water, Vans Warped Tour. Contact: Label Networks, Inc., 548 South Spring St. #PH9, Los Angeles, CA 90013; (323) 630-4000; info@labelnetworks.com; www.labelnetworks.com.