Starts At Sixty - April 2017 Media Kit
13
Media Kit April 2017
-
Upload
clive-dickens -
Category
Investor Relations
-
view
98 -
download
4
Transcript of Starts At Sixty - April 2017 Media Kit
Media KitApril 2017
The rise of the Baby BoomerBetter connected, an appetite for life and cashed up
“Baby Boomers control over 80% of personal financial assets and more than half of all consumer spending. They buy 77% of all prescription drugs, 61% of over-the-counter drugs and 80% of all leisure travel.” – Neilsen
Baby Boomersown 53% of
Australia’s wealthBUT ARE 25% OF THE
POPULATION
Baby Boomers in the US outspend their children
and grandchildren
nearly 2 to 1.
In 2015 15.6%of Facebook worldwide
users were over 55
IN 2009, IT WAS 2.3%
In 2014/15 79.5%of Australian 55-64 said
they were in good or very good health
IN 1995, ONLY 67% DID
Mature Consumers buy 80% of all
leisure travel
MCCRINDLE AT KEARNEYABS ABS NIELSEN
Our snapshotOver the last 4 years our network of sites including Starts at 60 and Travel at 60 have become the most popular and most engaged media brand for over 60s in Australia and New Zealand.
Record traffic in March 2017
Highly Commended (#2) for Mumbrella Media Brand of the year - 2016
#1 Seniors Influencer in Australia - Branddata
The highest engaged like ratio on Facebook for Australian media brands
Strategic Investment by Seven West Media in 2016
Our snapshotTravel at 60 launched in September 2016 and has grown rapidly to serve a higly engaged audience of leisure travellers.
Approx 425,000 pageviews per month in Mar 17
60,000+ opt-in email subscribers that enjoy at least two emails per week - 30%+ open rates on emailers and up to 25% CTRs
Very high Facebook engaged like ratios
Working with Australia’s largest travel brands
The Travel at 60 Hot Deals Club is a deals marketplace with extraordinary performance.
Social
625,691+ Starts at 60 Facebook
50,000 Travel at 60 Facebook
12+ Million Engagement monthly
45 million People reached mthly
Daily activity Email
60,000+ Email subscribers Travel at 60
45,000+ Email subscribers Starts at 60
Travel 30%+ Open rate 35%+ CTR
4.6 million pageviews mthly (Mar 17)
73% daily returning visitors
16%Desktop
45%Mobile
34%Tablet
Midnight 6am Midday 6pm
7am-10pm
39,099 users monthly
84,307 pageviews monthly
Apple News Traffic (Dec 2017)
GLOBAL GOOGLE ANALYTICS DATA
1.03 million users monthly
2.7 million sessions monthly
4.2 million pageviews monthly
186,535 users monthly
331,674 sessions monthly
424,040 pageviews monthly
1.2 millionAUSTRALIANSevery month
ENGAGING WITH
on our network
12+ million engagements per mth
Unique audience monthly 193,000
Pageviews monthly 2,140,000 excludes Facebook Instant Articles
Mins per session 1.3 minutes common for engaged social user
Users monthly 231,263
Sessions 620,816
Pageviews 795,999 (33.72% of AU/GA total)
2.93M+ AU pageviews mthly (Feb 16)
adds up to 424,000 Unique Browsers (Most recent Nielsen DRM/Feb 17 + Facebook Instant Articles via GA for Feb 17)
excludes Travel at 60
Nielsen Digital Ratings Monthly (Feb 2017)
Facebook Instant Articles (Feb 2017 - AU domestic traffic only)
Average Daily Unique Browsers (ADUBs) 49,678
Pageviews - Mar (AU-only) 2,420,643
Average Page Duration 2.06 minutes
Unique Browsers (unscaled) 683,746
Nielsen Market Intelligence (Mar 2017)
Average Daily Unique Browsers (ADUBs) 8,258
Pageviews - January (AU-only) 336,380
Unique Browsers (unscaled) 151,351
Nielsen Market Intelligence (Mar 2017)
Over60UAs 263,000
PVs 1.87M
+ WYZAUBs 56,120
PVs 205k
Better Homes
& GardensUBs 275,666
PVs 677k
Note on Nielsen Digital Ratings for
Starts at 60
It is important to note that Digital Ratings
Monthly does not capture Facebook Instant
Articles or Apple News traffic in its
measurement at all therefore representing
Starts at 60 often up to 35-40% lower than
Australian pageviews measured in Google
Analytics. Being heavly social media en-
gaged, Starts at 60 draws significant portions
of traffic and audience engagement though
the Facebook Instant Articles application on
mobile devices and has a growing
Apple News audience.
BY OVER 160K USERS PER MONTH
The largest mature digital
audience in Australia
++ Instant Articles(Mar Nielsen MI
No Instant Articles or Apple News traffic(Mar Nielsen MI)
No Instant Articles or Apple News traffic(Feb Nielsen DRM)
No.1BRAND DATA
Seniors influencer in Australia
84% female readers
79% own their own home
55% have a $75k+ income
$400 average spend on health and
wellness products
Travel 2-4 times per year
Our CommunityThe best place for over 55’s on the internet
Our wonderful community is our greatest strength. We host more than 55 community meetups every month throughout Australia and New Zealand. And we enjoy over 80,000-100,000 daily interactions on Facebook. Our loyal community is with us every step of the way. They are driving our growth passionately.
Our EngagementPunching above our weight
We have a higher ratio of engaged likes than the most established media brands in Australia and our users love what we do.
The highest
“engaged like” ratio on
Facebook of Australian
media brands most
weeks
Engaged like ratio calculated as engagement:like
Our AudiencesUnique profiles for today’s over 60s
Utilising our DMP we have created off-the-shelf and specialised audiences of over 60s based on both behavioural and geo-demographic data that can be targeted across our advertising, content and email channels. Our inhouse data team can also customise audiences to your needs.
Off the shelf audiences
Money & Investment
CruiseLovers
MotoringIntent
Pet Owners
Art & Craft Lovers
Luxury Travellers
Travel Purchase
Intent
Retirement Planning
Glasses & Sunglasses
wearersDIYersDownsizers
Aged Care Intent
Travel Insurance
Intent
Entertainment Seekers
Arts, Culture & Literature
Health & Medicine
Style & Beauty
Lifestyle Lovers
Over 65s Travel SeekersHigh Value
Grocery Buyers Pre-Euphoria Euphoria Post-Euphoria
Luxury Cruisers
International Cruisers
Domestic Cruis-ers Deals
Hunters
Specialty audiences
InspirationSeekers
You’re in good companyWe have proudly worked with many of Australia’s biggest brands
Get involvedBecome a part of our vibrant community
Our team can develop a bespoke campaign based on your objectives. Contact us today for a full product kit
TravelBucket ListsHot DealsAmazing Destinations
LifestyleMotoringCraft TechnologyGardening
Fashion & BeautyTrending 60+ StyleBeauty
FinanceInvestmentInsuranceRetirementYour MoneyGovernment Benefits
RecipesHealthyBakingComfort FoodCooking for oneFamily Favourites
PropertyRetirement livingDownsizingCommunityAged Care
Native content
Video advertising
Video Production
Feature Sponsorship
Display
Events
Travel Deals
Surveys
Health & WellnessGood healthHearingVisionWeight ManagementLiving with... (major ailments)
Kate Freeman
National Business Development Manager [email protected] 0421 673 505
Nicki Williams
National Sales Director [email protected] 0423 221 793
Rebecca Wilson
CEO [email protected] 0408 006 176
BACKED BY
