This just in! People of different ages respond differently to advertising!

Now that we’ve got your attention … Lightspeed Research and the Internet Advertising Bureau have released the results of a recent survey to see what kind of ads grab attention online. The results show key differences by age group that should guide marketers. As MediaPost summarized,

“The survey found that younger audiences are more interested in special offers, the entertainment factor and exclusive information within advertising. For 45-54 year olds however, ads need to be more relevant and useful to make an impact.”

We’re not surprised at all to hear older consumers voice a desire for relevance and usefulness in advertising. Baby Boomers are especially pressed for time, with demands placed on them by aging parents, aging houses, boomerang children, employers and more. Savvy marketers will show how their products or services fit into and enrich those busy lives.