Financial publisher, Newsmax, states on their advertising page: http://www.newsmax.com/advertise/ that each month they "reach over 14 million Americans who are...View More affluent, well-informed and response-oriented adults — at a fraction of what other national media outlets cost". They also point out that they "have the highest concentrations of Baby Boomer consumers on the web". The advertising campaign showcased below specifically targets that age range they mention. They are so sure of their target market's age that they use it in their marketing to filter out others who aren't as old. This makes even more sense considering they're selling a membership called the "50+ freedom club". With such a targeted offer & distinct understanding of their market, they are able to put together effective messaging that calls out their specific audience. To make their age-driven marketing even more evident, check out the last three display ads which are just photos of people that seem at least 50 years old.
Age-Targeting from Newsmax Swiped in December 2015
Newsmax has a thorough understanding of their market, created a membership around the age of their market & then marketed the membership by asking people how old they are. If they viewed their audience more broadly, they wouldn't have been able to come up with this campaign. It's the result of knowing their market & creating specific, congruent messaging across the board.
Let's say you are an American born before 1965...would this ad peak your curiosity? Calling out a specific type of person means you are going to completely alienate some, but really grab the attention of people who do fit the description.
There is a very simple formula for success here: instead of going broad, create a product or service for a very specific group of people. Because you're going specific, it makes sense to create ads that call out your likely buyer like Newsmax did. If they click, you know they're going to be a good lead and relate to your product. When your audience is a decent size & you know where to find them, this approach could be very profitable for you.
Mike Schaueris the founder of Swiped.co and the main analyst in the swipes section. After intently studying & building conversion-focused websites for 6+ years, he started Swiped to help others master marketing & copywriting through the analysis of great examples!
Visit the archives of this swipe's source URL or view past screenshots of newsmax.com below.