News and Work related to "Audience Targeting"

Marketers often treat everyone over 65 as one group, but the ‘65+’ label hides a hugely diverse audience. From active, affluent travellers to offline octogenarians, their lifestyles and media habits vary dramatically. Linear TV remains strong, but VoD, SVoD and podcast use is rising, while 20% remain offline. Effective campaigns require persona-led, behaviour-based targeting—not broad age buckets. By focusing on moments of receptivity and real habits, brands can reduce waste, improve reach and deliver stronger ROI. The over-65s are a growing, wealthy and varied audience—treating them as such is both smarter and more respectful.

Challenger brands often launch without deep historic audience insights. Discover how the Receptivity Model uses smart proxy signals and 'media as data' to bridge CRM gaps and deliver efficient campaigns that build trust, relevance and growth.