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Best traffic network source for targetting seniors (8)

10-16-2011 12:08 AM #1 nz_mike (Member)
Best traffic network source for targetting seniors

Hi

I am promoting an offer aimed at seniors ie, 65+ I started running it on PPV targeting what I thought would be sites this demographic goes to but I am struggling to get enough traffic.

So does anyone have some good suggestions of a traffic network that would enable good targeting to this demographic that doesn't have a steep learning curve or a bug starting budget.

I did think of facebook, but I haven't done anything on fb and was thinking maybe sitescout, pulse360, yabuka or something that has precise targeting with decent volume and without the need for an adserver at this stage. I also don't want to sign up for a ton of networks and try them all out so hopefully you guys have some good ideas.

Thanks in advance for any suggestions.

Cheers
Mike

10-16-2011 12:23 AM #2 zeno (Administrator)

When I make campaigns on FB via my API the max age I can select is 65, so I take this to indicate there aren't many over 65'ers on FB. Google's Ad Planner seems to indicate a few million FB visitors though.What about LinkedIn? You can target there by age and job seniority so you could target 65+ people who have got a wallet.

10-16-2011 01:06 AM #3 polarbacon (Moderator)

+65 is tough as they aren't a very well connected group....I would look at display on demo based sites.... such as http://advertise.aarp.org/

10-16-2011 11:34 PM #4 nz_mike (Member)

Thanks polarbacon. i checked out http://advertise.aarp.org (which are one of my PPV targets) and it si $500 minimum to buy traffic but the CPM's are $15+ Now I know this is targetted traffic to 50+ babyboomers but isn't $15+ really expensive. I mean for banner buys on really targetted sites is it likely to get CTR > 1% because you would have to have an insame CTR to make it work I believe ... pity

10-17-2011 12:07 AM #5 polarbacon (Moderator)

Originally Posted by nz_mike

did you talk with them? Like in person? Did you ask if all their inventory is sold....I bet they have remnant....$15 is what they tell branders....tell them that your direct response and see if they have something that you can do a small test buy on....

10-17-2011 12:35 AM #6 theguvna ()

Ya i was gonna suggest aarp as well.

Its the start of the quarter now, but since its q4 you may be able to negotiate lower cpms. $15 on a rate card isnt too high and you should be able to neg down. Let them know you need to test their remnant traffic quality and if it works out you will buy in advance. Often this gets you better prices.

And yes it is possible to get 1% on a well played targeted site but i wouldnt factor that on network traffic. If you want to do projections, use .2-.25, but again guidelines are only that.

10-17-2011 12:35 PM #7 nz_mike (Member)

Thanks for the help guys but I think it may be a bit rich since the offer payout is only $4-$5.

I didn't call them and they do seem to target the branders but did notice $15 was the run of site traffic Q1-Q3 and was either $17 - $19 depending on creative size for Q4 ( I thought it would be lower?). For run of channel it was $36 - $40, topic sub channel $40 - $45 and an extra $3 for geo targeting & extra $2 for frequency cap. I'm afraid my negotiation skills are probably not up to it to make it work

Thanks anyway

Cheers
Mike

10-18-2011 04:00 AM #8 stackman (Administrator)

Usually Q4 has most inventory filled (people buying up ads!). Q1 will likely be cheaper

All the methods listed above are for mass traffic and will have higher CPMs, another options is doing direct buys on specific sites. Google searches, adplanner & ppv scrapers will help you with that. It's a lot of work, but is sometimes worth it, i've been doing a ton of searching for a demo of my own lately this way, it's boring :|

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