ASK THE BOARD: Different Creative for Different Age Groups?

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Are there or should there be different creative approaches for different age groups when creating messaging for DOOH?
This week’s question is answered by members of the DSE Advisory Board
ADVERTISING & BRAND COUNCIL

Read the Answer by Wells Caughey

“The core creative process doesn’t change much when creating messaging for different constituencies; the process will simply be applied to each identified constituency and will result in messaging that is unique to that constituency.”
WELLS CAUGHEY
Director – Technology & Connected Environments
 

Read the Answer by Dave Koppelman

“If clients have the ability to create specific messaging for very specific audiences, they should. Messaging that is relevant to the consumer would be better received and highly effective.”
DAVE KOPPELMAN
Managing Partner
MacDonald Media
 

Read the Answer by Christina Radigan

“Creative targeting based upon audience demographics allows the message to be more relevant to the intended viewer. Mapping historical, time-stamped mobile geo-location data against digital OOH locations/venues allows … “
CHRISTINA RADIGAN
Managing Director, Marketing & Communications
Outdoor Media Group
 

Read the Answer by Guy Silver

“Guy Silver, Communications Director, Costco Wholesale
This is audience analysis 101: Different strokes for different folks. Ok boomer? Hey, wait, I’m a boomer, sorta; like, mostly on the cusp … whatever! Anyway, I digress. Start with tone before demographics.”
GUY SILVER
Communications Director
Costco
 

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