August 2011 Archives

Women Ages 50 + Click 31% More Than Younger Adults

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In all, Social Code spent 10 months analyzing four million pieces of data supplied by over 50 million client companies in a variety of industries.

Social Code found that:

  • Facebook users over the age of 50 (Baby Boomers) are 28.2 percent more likely to click an advertisement than 18 to 29 year-old users.
  • Women age 50 and older (Baby Boomers) are even more likely to click advertisements, at a rate of 31.2 percent higher than young adults.
Full Article:

How to Increase Online Conversion - Sponsorships

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Excerpt from Mediapost Engage Boomers
"Automating Online Ads Could Erode Agency Jobs"
Nancy Shonka Padberg, August 15, 2011

A custom online media sponsorship is not a "one step load up the demos into the computer and spit out impression" formula. No, it takes a person to create the presenting sponsor package, Gold Package, Silver Package and so on. Not a computer. A great example for a Boomer-focused sponsorship is for the Baby Boomer musical, "BoomerMania the Musical." The musical is a trip down nostalgia lane taking place in the '50s, '60s and '70s.

Marketers who are reviewing a movie, musical, play, concert or sponsorship with their online media should consider the following elements:
  • Marquis signage
  • Product placement
  • Product giveaway
  • Lobby exposure
  • Contest
  • Ticket giveaways
  • Custom video with cast members
  • Custom TV commercial with cast members
  • Rose Bowl Parade Float with dancing and singing cast members
"BoomerMania the Musical" playing in Los Angeles, has cultural icons of the Baby Boomer era such as television's "Ed Sullivan Show" and "Bonanza," music, politics, the love affair with autos, famous Madison Avenue jingles, disco dancing, TV dinners and cereal. Not only does the show engage Baby Boomers emotionally, integrating an online and offline sponsorship makes sense for several brand categories. This custom integration can't be automated.

Note there are 78 million baby boomers in the U.S. holding 77% of the U.S. wealth and online 15 hours per week -  more brands are engaging boomers online today than ever. 

Generally it takes five to seven impressions for brand engagement. Not only should the online and offline elements be aligned to the target audience, the creative should be consistent. Note, the new rising-star ad sizes from IAB this fall will create more options for impactful online creative, lending itself to higher conversions. Combining digital online and offline sponsor elements are powerful for increasing engagement and ultimately revenue.

Mediapost Article:

Navigate Boomer Media, Largest Online Boomer Media Source

Retail, CPG Pour Most New Dollars into Online Ads

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More than a third of new online ad spending this year will come from the two Industries

The US online ad market is on a sharp trajectory this year, eMarketer estimates, with spending set to increase 20.2% to $31.3 billion.  And based on an updated industry breakdown, retail and consumer packaged goods (CPG) will account for the largest shares of new spending.                                                                                                                                            

Complete Article and Chart:

eMarketer Retail, CPG Pour Most New Dollars into Online Ads

About this Archive

This page is an archive of entries from August 2011 listed from newest to oldest.

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