Posts tagged with Demographic

The forgotten Australian market? Baby Boomers.

It seems Australia’s Baby Boomers are being shunned by brands and marketers who are instead focusing on younger, more tech savvy consumers - something that's already been identified as an opportunity in other countries. 

According to a new Mi9 report, only 10% of Australian advertising spend is directed towards Baby Boomers, despite the fact that this age group is currently entering into a ‘Lifestyle’ stage where they have more disposable income than any other group.  

And of the small number of brands who do target the over-55s, it looks like they may be entirely missing the mark, as overwhelmingly, 94% of Baby Boomers say they dislike the way advertisers currently communicate with them. 

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Online video needs to move away from traditional broadcast demographics

Traditional demographic segments are in large part what marketers currently rely on to deliver their message in front of a relevant audience.

However, years of research says that demographics is just one of a number of independent variables that may impact campaign performance.

Instead of using demographic segments such as ‘Males aged 18-24’ as the be all and end all of targeting consumers, marketers in the online space can reap the benefits of new technologies to discover what other factors may be positively or negatively affecting the performance of their campaigns.

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