Let’s talk Generation X – individuals born between 1965 and 1980. This generation (currently aged 44 – 59)is known for its adaptability and independence, shaped by a time of societal and technological change.
While they may not be the first demographic marketers go to for the latest cultural trends, Gen X has some serious buying power. In fact, in 2021 Gen X spent the most money of any U.S. generation, with an average annual expenditure of roughly $83k.
Who is Gen X?
Gen X may be the hardest age group to understandbecause you essentially have two types of Gen Xers:
Those born earlier in the generation who have some of the characteristics of Baby Boomers
Younger members of Gen X who have some Millennial-like buying habits
Tech-Savvy but Not Digital Natives: Gen X grew up during the rise of personal computers, the internet, and mobile technology. They are comfortable with technology but also value face-to-face interactions and traditional channels.
Financially Prudent: Having witnessed economic fluctuations, including the dot-com bubble burst and the 2008 financial crisis, Gen X is often more cautious with their finances.
Highest Median Household Income: Gen Xers are generally in the peak years of their careers, and have higher levels of education compared to previous generations.
Based on a 2023 Consumer Expenditure Survey
Gen Xers have the highest amount of disposable income in the US compared to other generations.
Media Habits:
90% of Gen Xers own smartphones, but when it comes to smartphone-only internet users, only 17% of Gen Xers go online primarily via a smartphone.
Digital Engagement: Around 80% of Gen Xers use social media, Facebook being the most popular among them. Instagram and LinkedIn also see significant usage in this generation as well.
Media Consumption: Gen X watches TV for an average of 3-4 hours a day, making TV advertising a highly relevant channel for reaching them.
While younger generations are leading the charge in cord cutting, with 65% of Gen Z and 58% of Millennials no longer paying for cable TV, older generations are starting to follow suit. A recent report found that 57% of Gen X and 43% of Baby Boomers have also said goodbye to their cable subscriptions.
Strategies to Reach Gen X:
Utilize Multi-Channel Approaches
While Gen X is digital-savvy, they also engage with traditional media. “48% listen to the radio, 62% still read newspapers”. Consider an integrated approach that combines both digital and traditional media.
Highlight Value and Quality
Given their financial prudence, Gen X looks for value and quality. Effective strategies include detailed product information, comparisons and reviews.
Nostalgia Marketing
Incorporating references to the 80s and 90s, whether through music, imagery, or themes, can create a strong emotional connection and memories of their youth.
Engage Through Social Media
While Gen X may not be on the latest platforms like TikTok, they are active on Facebook and LinkedIn. About 28% of Generation X uses TikTok vs 70-80% using Facebook.
Video ads helps Gen X find context and value in a product offering in a more meaningful way than relying on static images or large blocks of text.
A blend of traditional and digital advertising strategies would be a strong approach to advertising to this generation. Incorporating nostalgia, quality and authenticity are ways to speak Gen X’s language!
The Baby Boomer generation — born between 1946 and 1964 — is a significant demographic that continues to wield considerable economic power. As of 2024, Baby Boomers are between 60 and 78 years old, and they represent a substantial market segment that is often overlooked in newer advertising strategies. Understanding how to reach and engage this audience is crucial for businesses aiming to tap into this lucrative generation.
Baby Boomers hold roughly 52% of the wealth in America. That’s nearly $78 trillion in spending power!
Technology Adoption: Contrary to some misconceptions, Baby Boomers are pretty tech-savvy. According to a poll by the Pew Research Center, 68% of Baby Boomers (ages 55-73) own smartphones, and nearly 70% are active on social media platforms such as Facebook.
On average, baby boomers spend 5 hours per day on their phones, which is nearly the same as millennials!
Key Advertising Strategies for Baby Boomers
Utilize Traditional Media
While Baby Boomers are active online, they still consume traditional media. Incorporating TV ads, print media, and direct mail is still an effective way to reach this demo. (Read our article on the effectiveness of traditional marketing here).
Facebook is a popular platform among Baby Boomers, with around 70% using it regularly.
Leverage Email Marketing
Baby Boomers check their email regularly, making email a valuable way to reach them. Craft email content that is clear, concise, and to the point, with a focus on value propositions.
Tips for Email Marketing: Use large fonts, clear CTAs (calls to action), and personalized content. Avoid overly complex designs or too many distractions.
Provide Clear and Simple Information
When creating advertisements, ensure the message is straightforward and easy to understand. Baby Boomers prefer clear, concise information over complex or overly trendy messaging.
Advertising to Baby Boomers requires a nuanced approach that balances traditional media with digital strategies. As this generation continues to play a vital role in the economy, tailoring your advertising strategies to their preferences will ensure your advertising stands out in a noisy marketplace.
Want to learn how to effectively reach your audience?Connect with us!
First, what is the open internet? The open internet refers to areas of the web where advertisers can reach users through various websites and online platforms without being limited by strict rules or gatekeepers. It contrasts with “walled gardens,” which are platforms that control access to their own user data and ad spaces.
Research from GlobalWebIndex reveals that U.S. consumers now allocate 61% of their time on the open internet, compared to 39% spent within walled gardens. This marks a significant change compared to 2014, when 62% of online time was spent in walled gardens.
This increase in time spent on the open internet has been substantial, growing from under 2 hours per day on average in 2014 to over 5 hours per day in 2023. The emergence of key digital channels, such as digital audio and streaming TV has played a major role in the consumer shift to the open internet.
With time on the open internet steadily increasing, utilizing the right digital publishers is essential.
We’ve ranked our top 5 digital publishers. This ranking assesses each destination on the open internet according to a range of criteria, including advertising quality (such as viewability, ads to content ratio and refresh rate), reach, decisioned programmatic inventory, supply path efficiency, and distribution quality.
(data gathered from the TradeDesk)
1. Hulu, 2. Disney Plus, 3. Max, 4. ESPN, 5. Spotify
Adults in the U.S. almost doubled their daily consumption of streaming music and podcasts from 2019 to 2023, from 97 minutes to 181 minutes. Similarly, average daily CTV viewership in the U.S. doubled from 58 to 115 minutes over the same period, according to GlobalWebIndex and Nielsen.
This shift comes as more advertisers prioritize the very best of the premium internet. Whether it’s the best in live sport, scripted TV shows and movies, or trusted journalism, the most premium digital content is now accessible on the open internet.
Want to learn more about advertising via streaming TV? Let’s connect!
Placing media during a political time period can be challenging due to the substantial amount of marketing dollars now available to candidates. This is especially true for network TV! If your market is unable to avoid placing TV during a political window, follow these guidelines to maximize your buy and hold your media partners accountable.
Anticipate challenges including:
1) Unreasonably expensive rates
2) Limited inventory
3) Bumped spots
Best rule of thumb, first in…last out! Consider using only :15 second TV spots which are less likely to get bumped.
Plan Ahead. Book Early and Negotiate Fixed Rates.
When establishing your overall network TV rates consider using the “fixed political rate” rule. Ask your media partner for a fixed rate that will offer the best protection from pre-emptions upfront, rather than lower unit rates that are more likely to get bumped. Stations that manage their inventory well can offer rates that will likely reduce pre-emptions.
Pre-emption: The practice of rescheduling or replacing a previously scheduled advertisement with another commercial
Bumped Spots? Move Quickly to Manage Pre-emptions and Make goods
Reschedule any bumped spots within the same flight window as an already established buy. Your market’s multi-media approach is diluted when effective reach campaigns are interrupted with pre-emptions.
It’s important that all make-goods are managed in accordance with your media buying policies, fall within existing flight windows, and include proper network TV programming.
Make Up Points, Not Rates
Make-goods should make-up the points/impressions lost, not the dollars lost, as you don’t want to decrease your reach. Making up points will provide the same audience size delivery, whereas making up rates may fall short in regard to both points and reach.
Advertising during political windows presents a unique set of opportunities and challenges. Being prepared to enter the competitive advertising landscape will enable you to optimize your campaigns and achieve meaningful results.
Dani Witte and Jenny Threestars have been working together for 15+ years, but their journey as business partners began only a few years ago.
In this candid conversation, Dani and Jenny both open up about their career paths, advice, and their vision driving the future of Power Marketing. Whether you’re interested in leadership strategies, business growth, or the behind-the-scenes of a successful agency, this conversation offers an insightful look into the minds of two amazing female business owners.
What were your first jobs?
Dani: “I worked at Yogi Bear Camp Resort, and I was in the Yogi Bear or Cindy Bear costume depending on the day. I ran camp activities for kids, and I taught the macarena routine a lot…ha!”
Jenny: “Zip’s Fast Food… it was great because when I’d screw up an ice-cream cone and the customer didn’t want it, I’d put it in the freezer and eat it later!”
Where did you go to school and what did you study?
Dani: “I went to Eastern Washington University and studied PR and Communications”
Jenny: “I started at Spokane Falls Community College and earned my AA, then transferred to Eastern Washington University and received my Bachelor’s degree in Business with an emphasis in Marketing.”
How did you guys first meet?
Dani: “We met in 2007…right?”
(both take a breath and laugh)
“I was working for WestCoast Entertainment and Jenny was working for Power Marketing at the time. We worked together a lot…and we met for weekly Tuesday luncheons over the course of about ten years!”
Jenny: “We’ve seen each other through marriages, kids, tears, laughs, and shared lots of coffee!”
When did you start working for Power Marketing?
Jenny: “I began in February of 2000; I was just wrapping up my degree at Eastern when I saw a ‘help wanted ad’ in the local newspaper,”
Laughs and says,
“Doesn’t that make me feel old?”
Dani: “I became Jenny’s partner at Power in January of 2020.”
When did you decide you wanted to be a co-owner of Power Marketing?
Dani: “I’ll start with a little story. I was having coffee with the original founder of the agency, Ryan, who I’d known as long as Jenny. We were catching up on life, careers, and our goals. He mentioned he was thinking about a new chapter for Power Marketing through M&A. I told him I loved the idea of entrepreneurship, but we didn’t connect the dots right away..
We both left coffee without thinking much of it. Later that night, I got a call from Ryan. I figured I might’ve left my credit card on the table or something. But then he said, “Dani, it’s you. You need to be an owner of Power Marketing.”.
He explained that Jenny was also interested in moving into a partnership role. She was someone I already had established so much trust and respect for, so it made me excited.
I agreed to get on board, and we prepped for six or seven months doing due diligence on financials, operations, etc., and then we got our attorneys involved to solidify the deal.”
Jenny: “I had already been working here, living in the ‘thick of it’ when the transition of partnership was happening. Ryan and I would talk about our vision and goals for Power in terms of the company’s future and partnership. Dani’s name was always at the top of our list, always number one. We also both loved the concept of a female owned business – this was back in 2019 when women-owned businesses were still pretty rare We got really excited about being a female-led agency. So, we called Dani and she said yes…then BAM, we got started.”
What have been some of the most challenging aspects of being a co-owner?
Dani: “The pandemic – transitioning into an ownership role, running a business, and the level of responsibility there is when you employ others was very hard during that time. The pandemic shut down most of our internal operations, as well as our client operations, within two months of Jenny and I owning the business. So, to be honest, we didn’t think we were going to make it. But stronger minds prevailed, and we looked at the tools that we had and found different ways to utilize them for a variety of industries and clients, and we hustled to survive. Our number one goal was to keep people employed.
Another challenge is finding the right balance between doing what’s best for the business and its people, so we can keep things running smoothly for a long time. We’re not just focusing on the short-term gains; we’re also considering how every decision will affect us down the road. It’s something I grapple with daily in different ways.”
Jenny: I went from being an account manager to ownership but wanted to keep the customer service part of my job. So, I really leaned on Dani to handle all the behind-the-scenes business stuff because I just can’t juggle it all. The balance between stepping into ownership and still managing my clients as an account manager can be tricky.”
“Dani: “I’ll add to that. I think a common challenge in partnerships is finding your own lane and figuring out how to work well with someone who has different skills. Jenny is fantastic with our clients, and I’m good at looking at the business from a higher level. We balance each other out by focusing on what we each do best.
In order to get through being in a new partnership, you also really need to have that love and respect for the person, and that’s where our history has gotten us through those difficult initial stages of ownership.”
Jenny: “We already had lots of trust there when we started… thank goodness.”
Both laugh.
What has been the most rewarding aspects of your job?
Jenny: “Being a female business owner with another female partner is pretty incredible for me, especially within our local market. That’s something that means a lot.
I also love that we can maintain and hold on to key employees and clients, and that is the whip cream and the cherry on top of all of the work. We have happy team and happy clients, and as a business owner – what more can you ask for.”
Dani: “One of the best parts of owning a business for me is when I trust my gut…and it actually works out! Jenny and I really focus on doing the right thing for our team and clients, and we want to create a workplace that supports a good work-life balance and a healthy lifestyle.
We trust our instincts when rolling out ideas and processes that foster a positive environment, which is pretty rare in the agency world. We’ve got a high client retention rate, and I love that we build strong, lasting relationships because we’re always focused on doing what’s best for them. Sometimes that means we might not be as profitable in the short term, but we’re thinking about the long game, and that’s worth it to us.”
What advice would you give to aspiring CEOs or future leaders?
Jenny: “Have a strong support system – make sure you have the right pillars of support around you. The people, the contacts, who you can bounce questions and ideas off of, I think that was very beneficial for us, having good people around us.”
Dani: “You have to be resilient, and understand that the highs are really high, and the lows can be really low. Your support system is a big part of working through such a dynamic role. It can be an emotional and unpredictable.”
Jenny adds: “Have a good hobby on the side that you can go release and deal with the emotions!”
Both nod and agree.
Dani: “For me, taking care of my own health really affects how I lead and run the company. I notice that if I skip being active for a few days, I’m not in the best headspace to handle tough situations. But when I’m on top of my mental and physical well-being, I’m way better at tackling challenges in a productive and positive way.”
What are some hobbies / passions you have outside of work?
Jenny: “Family is definitely my passion. I have two kids, and I’m very active in their sports and extracurricular activities, so I’m always bouncing around going from one place to the next. I enjoy the outdoors, that is probably my primo!”
Dani: “I have a son, and so I am really passionate about being involved with him and getting to be a big part of his life. I am very social, and I love weekend trips with friends, going out to dinner and enjoying new experiences. I am also very active and enjoy lifting weights, running, and yoga… oh, and I am obsessed with podcasts – health and mental health podcasts are my favorites!”
What podcasts would you recommend?
Dani: “There are too many to list! Right now, I am into Kara Swisher, The Daily, Huberman Lab, The Game, and Ted Business…but I like to mix it up. I’m podcasting all the time – I run, peloton, and workout to podcasts – I just love them!”
How do you balance work and personal life?
Jenny: “I guess I’m kind of old school, but get your job done first, and then go have fun. I like to dig in and meet all of my deadlines first, so that I can go home and relax. If I’m at home and I know I’ve left something unfinished, it bugs me. I get uncomfortable and anxious.
Dani: “I don’t think there’s a perfect balance between personal and professional life. I like to think of it like a pendulum that swings between the two, and the goal is to keep those swings from getting too extreme. Sometimes I need to focus more on home, and other times the business needs more of my time. Both are important priorities to me – and communication is key!
What are some goals you have for the future of Power Marketing?
Jenny: “I’m excited about growing our client list – it always brings a wave of excitement to the office. I’m also looking forward to keeping things running smoothly and making sure everyone’s happy with what we’ve got going on.”
Dani: “We’re focused on working with new clients and keeping the ones we have happy. We want to stay competitive by being on top of the latest marketing tech and expanding our services when it makes sense. And we’re committed to building a great place to work with a positive and inclusive work environment.
So, the vision for the company is to continue growing, but we’re not setting harsh goals, as we want to grow in a way that continues to serve our clients and employees, as well as aligning with our values.”
Frequency capping is a crucial yet often overlooked aspect of digital advertising. In a nutshell, it’s the practice of setting limits on how many times an ad is shown to the same person throughout a campaign.
Why It Matters
-It ensures ads reach your target audience without overwhelming them (aka: not annoying).
-It maximizes ad spend efficiency by recognizing when someone should be dropped from the audience pool (aka: saving money).
-In the long run, it will enhance your brands perception (aka: creating long-term opportunity).
How It Works
Frequency caps can be set for different timeframes: minutes, hours, days, weeks, or the entire campaign. The setup requires advanced technology (like a DSP) for implementation, which provides various frequency caps based on exposure patterns in relation to goals.
Example: In the XYZ campaign, we see the majority of buyers make a purchase after 6 exposures of the ad on average, so we drop them after 8 exposures if a purchase has not occurred so we can add someone new to the audience pool.
Best Practices
Target users you can track. For run-of-exchange (ROE) audiences, bid only on users whose ad exposures can be tracked to manage frequency caps effectively and ensure accurate reporting.
Stay consistent across devices. Use an identity graph to maintain accurate ad exposure counts across different devices (ipad, mobile, desktop, etc.) used by the same user or household.
The Benefits
Strategic frequency capping saves our clients thousands of dollars, increases household reach, and prevents wasted impressions.
By limiting ad frequency per user, you can avoid ad fatigue, optimize your budget, and boost the overall campaign performance.
For the third year in a row, we had the honor of sponsoring the Gleason Classic Spokane Golf Tournament, an event dedicated to raising crucial funds for ALS research and patient support.
Here’s why we hit the green for this cause and how you can get involved ⬇️
The Cause: Understanding ALS
Amyotrophic Lateral Sclerosis (ALS), also known as Lou Gehrig’s Disease, is a progressive neurodegenerative condition that affects nerve cells in the brain and spinal cord. It leads to muscle weakness, loss of motor control, and ultimately, loss of independence. The impact on individuals and families can be profound, and the need for research, treatment options, and support is greater than ever.
For more information on the Team Gleason Foundation, including how to donate and get involved, visit https://teamgleason.org/
Events like the Team Gleason Golf Tournament highlight the incredible things that can happen when communities come together for a common cause. By sponsoring and participating in this tournament, we’re not only showing our support for those affected by ALS but also demonstrating the strength and compassion of our community.
A big shout out to the organizations and people who supported and/or participated in this event. Here’s to swinging for something bigger!
On Monday, Google announced that third-party browser cookies are here to stay, eliminating plans to deprecate cookies by the second half of 2024. It’s unclear whether cookies will ultimately disappear in the future, but currently, Google is taking an actual elimination date off of the table.
What are Browser Cookies?
Browser cookies are small data files (which appear as code) that are stored on a user’s device by the websites they visit. Advertisers use browser cookies to track behaviors across different websites, creating profiles of user interests and activities. The data can also be used to deliver targeted ads that are more likely to be relevant to the user, which significantly improves campaign performance.
In 2020, Google announced it was working to end the use of cookies, which put digital advertisers into a downward spiral.
Why the Change of Plans?
Google has delayed the removal of browser cookies several times due to worry and pushback from advertisers who feared the changes would have negative impacts on campaigns.
That’s essentially why Google has decided to cancel its plan to get rid of third-party cookies.
“In essence, it boils down to Google’s acknowledgement that the marketing industry was not ready for this change,” Cripps’ Holman told CNBC.
Google’s new plans
Instead of eliminating cookies altogether, Google plans to introduce a new feature in Chrome that allows users to customize how cookies operate across all of their web browsing activities.
“We’re discussing this new path with regulators, and will engage with the industry as we roll this out,” the firm said.
The practice of using third-party cookies to track web activity has helped fuel much of the digital advertising ecosystem, and with this news, that practice will continue to be a helpful resource for advertisers.
It’s hard to believe a gas station convenience store could become popular enough to have it’s own National Day, but that’s exactly what 7-Eleven has done.
Even though 7-Eleven gives away millions of dollars of free product every July 11th, Free Slurpee Day helps create brand recognition, value, and loyalty that has aided them in becoming the largest convenience store chain in the country.
The Beginning of 7-Eleven (and Free Slurpee Day)
7-Eleven started way back in 1927 as an icehouse in Dallas, Texas. Fast forward to today, it’s a global brand with over 84,000 stores in 20 countries, making it the largest retailer in the world.
The idea for Free Slurpee Day came about in 2002. At the time, the convenience store market was crowded with brands offering cheap prices and convenient goods but lacking memorable experiences. There was no brand loyalty – customers just went to the nearest store and 7-Eleven aimed to change that.
As their 75th anniversary approached on July 11th, 2002, the marketing team decided to celebrate by thanking their customers with Free Slurpee Day. This idea generated so much excitement that 7-Eleven repeated the event the next year, and the tradition has continued every year since. Now, July 11th is known as 7-Eleven’s day.
But how does giving away millions of dollars in free Slurpee’s become profitable?
Increased Foot Traffic
Offering something for free attracts customers who may not visit the store. Once inside, they are likely to make additional purchases, such as snacks, drinks, or other convenience items.
Word-of-Mouth Marketing
Events like ‘Free Slurpee Day’ generate buzz and word-of-mouth advertising. Customers who enjoy the experience are likely to share it with friends and family, potentially drawing new customers to the store.
Community Engagement
Events like Free Slurpee Day can foster a sense of community and goodwill. Giving away free product shows that 7-Eleven values its customers and wants to give back, which can strengthen customer relationships and enhance brand perception.
Buzz in the media (like… a lot of buzz).
For a few years, 7-Eleven offered a “fill your own cup” for Slurpee day, and people would bring crazy types of cups that went viral and made the news! 7-Eleven social media pages fill with hype preceding the event, and all 1 million of their followers often are commenting about their favorite flavors making an appearance, and engaging with Slurpee content.
Want your ads in a convenience store?
Digital Out of Home Technology (DOOH) is allowing brands to present their ads almost anywhere (even digital ads on refrigerator doors) In convenience stores, ad locations often include:
Point of Sale (POS) Area
Shelves and Aisles
Coolers and Fridges
Entrance and Exit
Restrooms
Shopping Baskets or Carts
Interested in displaying your ads in a convenience store? Reach out to our team to talk about what could be possible for your brand.
The Summer Olympics: A global spectacle that is expected to draw more than 3 billion viewers worldwide. This event only comes once every four years, so how can you capitalize on this rare advertising opportunity?
Our advice is to be where people will be routinely checking for updates…which sounds like social media, right?
“Nearly “70 percent of Gen Z and Millennial fans worldwide prefer to keep up with sports on social media”.
Statista
Social media platforms thrive on real-time interactions, making it one of the best channels to engage with current events and trending topics during the Olympic Games.
Of course, step one is understanding your audience and who it is you want to target.
Determine which demographic groups are most likely to engage with Olympic content and align your messaging accordingly. Whether it’s millennials inspired by athletic prowess, or families celebrating international unity, you can tailor your content to resonate with their interests and values.
“Gen Z has the highest percent of audience interested in the Summer Olympics (65%).”
Millennials (61%)
Baby Boomers (58%)
Gen X (57%)
Source: The Trade Desk Intelligence x YouGov Sports Fan Study
While gymnastics is a top event for Baby Boomers (61% planning to watch) and Gen X (49% planning to watch), swimming is a top sport for younger generations and Track and Field is a top event for men.
A recent update from the International Olympic Committee (IOC) has moved towards a more open approach to social media use by athletes participating in the games. In contrast to past Olympics, where athletes’ ability to post was tightly regulated, the updated 2024 guidelines offer much more freedom, ushering in a new era of digital interaction and personal storytelling directly from the athletes.
What does this mean for advertisers? Enhanced attention on social feed means more engagement, which means more viewers for your ads on social platforms!
And this year, the Summer Olympics are expected to draw even more. When as many as 3 billion viewers are tuning into one global event, utilizing a channel where people will constantly be checking for updates/results could be a golden opportunity for advertising this season.
That’s a win for advertisers, and hopefully, lot’s of wins for Team USA!
