The Weekend Australian Magazine
Baby boomers
Baby boomers
Work hard. Play hard. That’s their new mantra now the kids have moved out. There’s no end of shows, movies, holidays and dinners on the cards.
Want to catch up with them? Join the queue. It’s at least a three week wait. Even for family. Most days are a glass half full – to overflowing for these two. Happy days.
This is George and Anne. We have another 3,459,000 more Australians just like them nationally. And this is just one example of the power our people have.
Learn more about baby boomers in
National Key Stats
Source: emmaTM conducted by Ipsos MediaCT, 12 months ending December 2015, Nielsen Online Ratings December 2015
National Stats
Stats Data
4,315,000
Stats Title
Total Audience
Stats Data
86.5
Stats Title
% reach
Connect with baby boomers through these brands
NSW Key Stats
Source: emmaTM conducted by Ipsos MediaCT, 12 months ending December 2015, Nielsen Online Ratings December 2015
State
New South Wales
Stats For State
1,410,000
Total Audience
81.6
% reach
Key Stats Source
Source: emmaTM conducted by Ipsos MediaCT, 12 months ending December 2015, Nielsen Online Ratings December 2015
Connect with Baby boomers in New South Wales through these brands
QLD Key Stats
Source: emmaTM conducted by Ipsos MediaCT, 12 months ending December 2015, Nielsen Online Ratings December 2015
State
Queensland
Stats For State
856,000
Total Audience
88.7
% reach
Key Stats Source
Source: emmaTM conducted by Ipsos MediaCT, 12 months ending December 2015, Nielsen Online Ratings December 2015
Connect with Baby boomers in Queensland through these brands
SA Key Stats
Source: emmaTM conducted by Ipsos MediaCT, 12 months ending December 2015, Nielsen Online Ratings December 2015
State
South Australia
Stats For State
367,000
Total Audience
92.7
% reach
Key Stats Source
Source: emmaTM conducted by Ipsos MediaCT, 12 months ending December 2015, Nielsen Online Ratings December 2015
Connect with Baby boomers in South Australia through these brands
VIC Key Stats
Source: emmaTM conducted by Ipsos MediaCT, 12 months ending December 2015, Nielsen Online Ratings December 2015
State
Victoria
Stats For State
1,107,000
Total Audience
90.7
% reach
Key Stats Source
Source: emmaTM conducted by Ipsos MediaCT, 12 months ending December 2015, Nielsen Online Ratings December 2015
Connect with Baby boomers in Victoria through these brands
WA Key Stats
Source: emmaTM conducted by Ipsos MediaCT, 12 months ending December 2015, Nielsen Online Ratings December 2015
State
Western Australia
Stats For State
435,000
Total Audience
84.6
% reach
Key Stats Source
Source: emmaTM conducted by Ipsos MediaCT, 12 months ending December 2015, Nielsen Online Ratings December 2015
NT Key Stats
Source: emmaTM conducted by Ipsos MediaCT, 12 months ending December 2015, Nielsen Online Ratings December 2015
State
Northern Territory
Stats For State
46,000
Total Audience
99.3
% reach
Key Stats Source
Source: emmaTM conducted by Ipsos MediaCT, 12 months ending December 2015, Nielsen Online Ratings December 2015
Connect with Baby boomers in Northern Territory through these brands
TAS Key Stats
Source: emmaTM conducted by Ipsos MediaCT, 12 months ending December 2015, Nielsen Online Ratings December 2015
State
Tasmania
Stats For State
95,000
Total Audience
79
% reach
Key Stats Source
Source: emmaTM conducted by Ipsos MediaCT, 12 months ending December 2015, Nielsen Online Ratings December 2015
Connect with Baby boomers in Tasmania through these brands
Related case studies
Australian Institute of Management & News Connect
Campaign Overview
The Australian Institute of Management (AIM) were seeking to increase consideration of their further education management courses. Using our revolutionary new approach to segmentation News Connect, we were able to help AIM to identify three qualified and accurate segments (relating to people undertaking further study) and specifically serve these customers with AIM’s advertising creative - bringing AIM closer to their future customers.
AIM wanted to reach students interested in undertaking further study among their top priority courses, to support achievement of a 20% YOY sales target. The top priorities for 2015 were: customised corporate training, Diplomas and a number of short courses.
AIM was looking to target:
1) people wishing to undertake further study from a low income background
2) those with a preference for further marketing education, and
3) those interested in undertaking general further study.
To effectively reach AIM’s target audience, News Corp’s next generation data modelling product, News Connect, was used to identify qualified and accurate segments at scale across our premium content environments.
Three segments were created that would align our audience's propensity to undertake further study with AIM’s top priority courses for 2015.
The Execution
The three step News Connect process was undertaken to complete the data modelling for AIM.
1.Data inputs: The target audience was identified through a series of Micro Surveys via our Connect Panel Survey.
2.News Purchase Graph: We identified the statistically significant connections between people identified and what they watch and read across the network.
Highly qualified segments: This News Purchase Graph was applied to New Corp’s addressable readership of 7 million+ people
In creating the tailored News Purchase Graph for AIM we were confidently able to identify study intenders based on the hugely valuable assets of offline behaviours (study intent) fused with their online behaviours (what they watch and read online).
With strong signals for each segment in online content behaviours, such as high mobile consumption and readership of finance sections, three highly qualified and accurate segments were created allowing AIM to reach their future customers.
The Results
The three segments delivered strong index results, as follows:
- Considering Further Education - Low Income. Index: 247
- Considering Further Education, Business fields Index: 162;
- Considering Further Education - Index: 144; Segment
The accuracy of the segments was demonstrated by 1000 course enquiries received during the 1st month of the campaign, an increase of 50% on the month prior.
In addition, a News Corp Pulse Reader Panel Survey which was carried out before and after the campaign showed
1) a significant increase in brand awareness and*,
a. B2C – 29% overall uplift
b. Emerging Leaders - 32% uplift
c. C-Suite - 29% uplift
2) that those who recall AIM advertising had a 21% higher consideration than those that did not recall AIM advertising ^
*Source: Pulse Reader Panel, AIM brand study Sep 2014 to May 2015 (n=826)
^Source: Pulse Reader Panel, AIM brand study May 2015 (Readers who did not recall AIM AD = 426. Readers who recalled AIM AD = 137)
Client Experience
“We were really excited to partner with News Corp Australia and be one of the first to trial the News Connect product. News Connect delivered a level of targeting that we haven't seen before. It delivered a solution that allowed us to understand how people who might be interested in further study interact with content online.
We were able to reach the right people with the right messaging and gain valuable insights into the type of content consumed across the News Corp network. This campaign generated a true increase in awareness and consideration for AIM with 1000 course enquiries received in the first month of the campaign, an increase of 50% on the month prior”.
Sony Pictures - The Walk
The Walk
The Walk is a biographical film directed by Robert Zemeckis starring Joseph Gordon Levitt. It is based on the story of French high-wire artist Philippe Petit’s walk between the Twin Towers of the World Trade Center on August 7, 1974.
Execution – Spot with Sidekick
Motion ads are designed to tell an interactive story where users can explore a virtual space. As you move your mobile around in a 360 degree rotation, the creative moves and displays new scenes to explore. News Corp Australia's in house creative team are able to incorporate price, location, country time and hotpots depending on client requirements.
OTP (Over the page)
With some smart creative and 10 seconds to engage the user, this creative is a perfect example of how animation can come to life, the trailer is incorporated within the OTP as teaser for the user.