Digital advertisers need to spend time with young people in order to truly understand their wants and needs, an expert has suggested.

Jonathan Attwood, founder of online swapping community Swapitshop, observed that the only way to gain an appreciation of the way kids use their time is to "ask them and really engage with them".

Recent research from The Nielsen Company, which revealed that time spent on the web by children in the US aged between two and 11 has increased 63 per cent in the last five years, is an indication that those involved in internet marketing services could benefit from taking his advice.

Mr Attwood, speaking at ad:tech London, further stated that while kids are "incredibly bright" and "incredibly savvy", they are also "ruthless people" in relation to both their time and attention span.

If advertisers do not get their campaigns right and "don’t give them a reason to do something", they will not do it, he said.

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