Advertising to the 50-plus market
Jo RigbyOmnicom Media Group, EMEA
RESULTS AT A GLANCE
The 50-plus age cohort is made up multiple lifestyle groups each with different consumer values, attitudes and behaviours.
Each lifestyle group has a different response to advertising and types of creative.
The “craft – results” model of categorising creative provides a simple and effective way of predicting how the over-50s respond to ads.
The factors of age, affluence and socio-economic group are limited proxies for predicting older people's response to ads.
Women of all ages have a higher recall of advertising...