When creating ads, you want to make sure they are tailored to the people who will be watching them. It is common knowledge that different approaches work best with different groups. For example, if you are targeting female baby boomers, you’re not going to use the same approach as you would to target male millennials.
That being said, many marketers fail to keep up with the ever-evolving landscape of their viewers. Case in point: Less than a decade ago, the Super Bowl viewership was 60% men and 40% women. Last year, these numbers were 51% men and 49% women. With how much money brands are shelling out for the opportunity to get their message in front of people, it is no surprise to see that they really took this into account.
Years ago, many commercials featured objectified women (think GoDaddy, Carl’s Jr, etc). In more recent years, brands have toned down this type of ad that were targeted almost exclusively at men, for a more neutral approach.
While most marketers aren’t looking to buy ad space on the Super Bowl, the same concepts apply to any campaign, big or small. Looking at your target audience on a regular basis and determining what the best approach may be is essential.
So, with the Super Bowl coming up very soon, this is a great time to take a close look at your advertising campaigns to see if they are still going to be working as well as they once did.