Boomers are tough on digital pharma ads, but like celeb endorsements

Fierce Pharma
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Boomers are tough on digital pharma ads, but like celeb endorsements

Boomers like celebs

In this LinkedIn article, you'll learn about:
  • Baby Boomers were the least receptive to digital ads of the three generations surveyed. eZanga looked at overall generational differences among consumers' online advertising habits. However, they were most receptive as a group to celebrity endorsements, a well-worn pharma tactic. About 13% of Boomers are more likely to watch a mobile video ad through to the end if it features a celebrity or influencer. Only 7% of 14- to 17-year-olds said they would watch such ads.

  • More than half of people 45 and older said they never watch video ads on their phones. The trick for healthcare and pharma is reaching all the generations in ways that track as authentic to them. For younger generations, it might be talking openly about conditions or issues they're generally amenable to hearing about.
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