State of the YAYA is an annual B2B consumer report by the Missouri School of Journalism’s MOJO Ad that delivers key insights on the 18-24-year-old demographic. It gives marketers the what, why and how young adults interact with advertising across the diverse sectors of their lives.

Standing Ovation dives into youth and young adult consumption patterns in culture and entertainment using theatrical imagery and the presence of spotlights. If life is a performance, we decided that the internet was the stage. We took note of creative expression, parasocial relationships, AI and “core” culture, shining a light on the impact they drive on advertising in the entertainment space. Defined into four sections, Standing Ovation breaks down four key need-to-know insights about YAYAs and how they interact within the entertainment space: The Expressive Escape, The Parasocial Paradox, The Innovation Intersection and The Community Catalyst.

This project recently received some traction, earning a Silver Student Addy for Art Direction at the KC Ad Club Awards in the Elements of Advertising category. Specifically our “Parasocial Paradox” work.

Credits: Missouri School of Journalism, MOJO Ad’s Team AURA (Spring 2023)