Consumers over 50 are a large - and lucrative - market. So why do ageist stereotypes persist in advertising, and how do we combat them?
85% of 'older' consumers feeling advertising isn't relevant to them - so how do we change this? To talk through this complex audience, we will be joined by Graeme McKenzie, Director of Let's Talk Ageing - a marketing communications specialist with extensive experience and insight of successfully marketing to the over 50s - who will explain how to move away from the tired stereotypes by:
Simon Frazier, Head of TouchPoints Marketing & Data Innovation, will also present how TouchPoints can help demonstrate how older audiences consume media and where misalignment between industry expectations and the reality of media usage can occur - before we discuss how the industry can work together to better understand older audiences and why it is imperative that we do so.
10.00 Introduction
Simon Frazier, Head of TouchPoints Marketing & Data Innovation, IPA
10.05 A TouchPoints perspective: how older audiences consume media
Simon Frazier, Head of TouchPoints Marketing & Data Innovation, IPA
10.15 Multiple cohort groups & how best to reach them
Graeme McKenzie, Director, Let's Talk Ageing
10.35 Working together to understand older audiences
Panel discussion featuring:
Simon Frazier, Head of TouchPoints Marketing & Data Innovation, IPA (moderator)
Lucy Hunt, Strategy Director, OmniGov at MGOMD
Sarah Gale, Director of Research & Insight, Global Media
Niki West, Director of Agency and Client Services, Newsworks
10.45 Audience Q&A
10.55 Closing remarks
Simon Frazier, Head of TouchPoints Marketing & Data Innovation, IPA