Advertising to Seniors in a Post-COVID Economy

Advertising to Seniors in a Post-COVID Economy

Consumer shopping habits have shifted, and these new habits are only going to continue to evolve due to the economic impact of the coronavirus. In this new economy, it is imperative that brands stay connected with their customers and continue to reach out to new ones. Advertisers will need to make sure that they create ad messaging that resonates with their customers. Many advertisers tend to focus on their advertising campaigns towards younger consumers, but consumers over 55, known as seniors, shouldn’t be left out of ad messaging. Like younger consumers, coronavirus has caused seniors to change their shopping habits.

One of the new shopping habits for many seniors is purchasing products and services online. While seniors typically don’t shop for groceries online, many have started to do so. A study by Quantcast shows that there has been an increase in consumers aged 55+ ordering their groceries online, but they aren’t shopping at specialty grocers like younger consumers. As brands develop their advertising campaigns, they’ll need to keep in mind the new purchasing behaviors of seniors.

While advertisers often focus messaging around younger consumers, they should consider creating ad messaging for seniors. As brands develop their advertising campaign for seniors, they should avoid using ageist language and do research to avoid making assumptions about which channels are best to reach this valuable demographic. 

Let’s go over some use cases for our latest senior advertising audiences.

Use Cases for Senior Advertising Audiences

  • Movie Viewers Age +55: Advertisers can promote “senior discount” deals to those who are over the age of 55 and have frequently visit movie theatres pre-COVID.
  • Athlete Age +55: Gyms and fitness companies can advertise their reopenings to seniors who have frequently visited gyms.
  • Recent Clothing Shopper Age +55: Clothing retailers can let dedicated clothing shoppers over the age of 55 know about their sales and inform them about senior shopping hours.

Ready to start advertising to seniors? Check out our latest advertising audiences below.

AudienceDescription
Beach LoverMobile users visiting beaches and lakes
Survivalist Prepper InterestMobile users visiting venues associated with an interest in survivalism and prepping such as army surplus locations
Movie Viewers Age 55+Mobile consumers identified as Age 55+ who frequently attend movie theatres and film events
Recent Clothing Shopper Age 55+Mobile consumers 55+ who recently visited a clothing store
NCAA Basketball Fan Age 55+Mobile consumers who attend NCAA Basketball events
Athlete Age 55+Users identified as Age 55+ and participating in participatory sports events including running, bicycling, community sport team events, yoga classes, etc. and visiting gyms and health clubs
Mall Lovers & Frequent Shoppers Age 55+Mobile consumers who frequent malls or frequent retail chains
Electronics Buyers Age 55+Mobile consumers 55+ who are In-Market for electronics, computers or mobile phones
Mobile Phone Buyers Age 55+Mobile consumers 55+ who are In-Market for a mobile phone
Furniture Buyers Age 55+Mobile consumers 55+ attending furniture stores as well as boutique shops which sell furniture
Technology Age 55+Mobile users who have attended B2B Events related to Technology and are identified as being age 55+
Information Technology Age 55+Mobile users who have attended B2B Events related to Information Technology including events about computers, software development, mobile technology, cloud computing, business intelligence, and information architecture and are identified as being age 55+
Transportation/ Communications/ Utilities Age 55+Mobile users who have attended B2B Events related to Transportation, Communications, Utilities and are identified as being age 55+
Female AthletesUsers identified as Female and participating in participatory sports events including running, bicycling, community sport team events, yoga classes, etc. and visiting gyms and health clubs
Male AthletesUsers identified as Male and participating in participatory sports events including running, bicycling, community sport team events, yoga classes, etc. and visiting gyms and health clubs
Recent Visit - BojanglesMobile users recently observed at a Bojangles
Google Fiber Internet UserMobile devices observed connecting to the internet via Google Fiber

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