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BizReport : Research archives : March 25, 2008

Women are game for product ads

Where would you expect to find your most responsive 45+ years of age female demographic online? Perhaps not quite where you’d expect to find them, reveals Dynamic Logic.

by Helen Leggatt

If you thought your target 45+ years young female demographic would be found browsing the department stores online or wiling away the hours watching “celebrities with no make-up” on YouTube then think again.

Recent analysis of Dynamic Logic’s MarketNorm database revealed that, compared with younger women, those aged 45 and over were more likely to be respond to consumer product ads featured on gaming sites. According to Focalyst from Millward Brown over 8 million women aged 45 and over access the Internet to play online games.

Dynamic Logic’s analysis showed women’s “Purchase Intent” and “Brand Favorability” scores were significantly higher than among younger age groups on the same type of sites.

“For CPG brands, Brand Favorability is typically the most difficult metric to move through advertising, since consumers often wait until after they have tried the product to form an opinion since these are often lower-priced items,” said Dynamic Logic in a recent release . “In this case, CPG advertising on Gaming sites is able to persuade women ages 45+ to form an opinion before trial/purchase and the results show these shifts in brand perceptions are positive, most notably among this demographic. If CPG advertisers are intent on moving bottom-funnel metrics among this demographic, they should strongly consider placing their ad campaigns on Gaming sites.”

Tags: female demographic, gaming sites, online advertising

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