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As Australia and other APAC markets start to crack down and tighten social media access for under-16s, brands are having to rethink how they reach younger audiences.
Our Experience Strategist, Rachel Bruins, told Campaign Asia there is unlikely to be a direct replacement for social:
Young people are still gaming, streaming, watching creators, going to events and influencing household purchases. Instead, she expects youth ad spend to spread across those environments, with different channels taking on different roles.
The bigger challenge is less about finding young people and more about understanding where their attention goes when individual targeting becomes harder.
→ Rachel’s expertise lies in driving customer-focused initiatives, with a strategic data-driven business mindset. With over 11 years in advertising and consulting roles, Rachel has acquired a unique skillet working across a diversified portfolio of clients and programs spanning across OOH, Experiential, Digital, Web, Personalisation, CX and UX. She’s had the opportunity to work on transformative brand programs such as the Honda portfolio, Samsung, Parmalat, Ripley’s, Amex, Smirnoff and more.
