We have some cracking papers lined up already for May's content session, including:
Route Research and Kantar Media: Euan Mackay, Chief Strategy Office at Route Research & Gemma Leigh, Head of Customer Success at Kantar media will showcase a new TGI-Route Collaborative Fusion – wit enhanced OOH Planning and Targeting.
Kantar Media and Route have collaborated to deliver a fusion of TGI Consumer Data and Route, UK’s out-of-home buying and selling data currency. The TGI-Route fusion enables the building of sophisticated out-of-home audiences that optimise their value, directly within the buying platform, seamlessly connecting insight, planning and activation.
Wavemaker. Emma Russell , Research Partner and Freya Bennett-Coles, Research Lead from Wavemaker will be presenting 'The Emerging Adult'.
Gen Z is often treated as one homogenous cohort, yet no other consumer group spanning 13 to 27 would be approached without segmentation. The reality? An 18-year-old navigating newfound financial independence has little in common with a 13-year-old still in school. Understanding these nuances isn’t just important, it’s the key to crafting marketing strategies that truly resonate with their distinct priorities, aspirations, and challenges. As part of Wavemaker’s audience programme, we are taking a deeper look into this very specific cohort of Gen Z: Emerging Adults.
Hook: What are the ‘Golden Rules’ for attracting, and keeping, young fans?
The youth media landscape is becoming increasingly fragmented. Kids’ attentions are being pulled in hundreds of different ways: whether that’s choosing between platforms on which to watch TV; specific games to play on their various devices; books to pull off the shelves; or from the myriad YouTubers or Twitch streamers available at the touch of a button.
What can those working in the youth space do to build ‘superfandoms’ – groups of highly engaged, loyal and involved young audiences who are passionate about shows and stories?
To get to the heart of these questions, we spoke to media experts from LEGO, BBC Studios, Coolabi and Storymix to discuss how they’ve built ‘superfandoms’, the lessons they’ve learned from these experiences, and what creates loyal groups of young audiences moving forward.
Final paper detail to be added very soon...