OppOrtunities tO reach the Older Online cOmmunity

Opportunities to reach
THE older online community
Why is the mature market
important?
At the end of the first decade
of the 21st century, the shifting
sands of the UK population
demographics have created a
unique set of circumstances.
For the first time in our history there
are now more people over the age
of 45 than under 45 – and by 2020,
there will be more people over 50
than under 50.
Our society is ageing – day by
day – and while the long term
implications of this have yet to
be fully understood – what we do
know is that mature consumers hold
the key to success for brands and
organisations selling goods and
services in virtually every sector.
‘
by 2020,
there will be
more people
over 50 than
under 50
‘
The 21 million UK consumers
who are over the age of 50 hold
– between them – just under
80% of the country’s wealth –
approximately £9 trillion.
While much of that is tied up in
property or pension funds, they do
have an annual disposable income
– after essentials such as food and
housing - of over £200 billion each
and every year.
Opportunities to reach THE older online community
The most economically active
section of this consumer market are
aged between 50 and 75 and their
discretionary spend per head, on
average, is three times higher than
consumers in their 30s.
While newspaper circulation figures
are in freefall, figures from the
Office of National Statistics show
that internet usage by the over 50s
is rising dramatically. In the last two
years, while the proportion of 25-44
years olds using the internet rose by
10%, the proportion of 55-64 year
olds rose 21% and the proportion
of 65+ users rocketed by more
than 73%.
The internet offers discerning
older consumers almost unlimited
information about brands and
products, it offers them the time to
review and compare, and it offers
them the ability to buy at a time
that suits them.
The 50+ group accounts for
more than 40% of all consumer
spending, and a significantly higher
percentage of luxury goods. As
their use of the internet increases,
so too does their online purchasing.
And that is why consumer
brands ignore the older market
at their peril.
OWL GROUP
Together we can
shape the future
The sheer size of the older market
now means that it cannot be
treated as one group with shared
interests.
And a 55 year old is as far removed
from a 90 year old as they are from
a 20 year old – so we cannot use
age as a common denominator.
Gender, location, race, employment
status, marital status, health and
hobbies all divide and sub-divide
this huge group of consumers.
But apart from what divides them,
there are also key attributes which
unite them – regardless of their
personal preferences.
The mature consumers are savvy,
well-informed and very often
opinionated. We created the
Owl brand to reflect that and
to give them the opportunity to
engage with us.
We want the Owl brand to be a
trusted friend as they negotiate
later life. A brand synonymous
with relevant and engaging
information. A brand which will
help them find the answers to
life’s questions and to reach
important decisions.
Our founders have created an
online community of websites, each
with a different content strategy,
to offer something for everyone.
Our site visitors can be as passive
or active as they wish. They can mix
with like-minded people, or they
can keep themselves to themselves.
They can post their own vociferous
opinions, or they can keep their
counsel and silently agree or
disagree with those of others.
Most of all, they feel they belong
to something. Owl offers them
empathy and understanding as they
grow older and wiser.
‘
they feel like
they belong
to something
Managing Director
Chairman
Director
Tony Page has spent his entire
career in publishing, media,
marketing, health and age related
business sectors. For the past
25 years he has concentrated
on the 50+ market. For 16 of
those years, he worked with Age
Concern England, responsible for
developing its social enterprise
company, Age Concern
Enterprises, to a peak of £300
million in sales and profits for the
charity of £22.5 million.
Sir Alan Greengross has a vast
experience of public and private
sector leadership. He is a former
Leader of the Opposition on the
Greater London Council, former
Chairman of Inner London Health
Authorities and London Regional
Passengers Committee. He is
currently a director of several
companies, including South West
Trains, where he is also Chairman
of their Passengers Panel. He was
knighted in 1986.
Baroness Sally Greengross is
an independent member of the
House of Lords, having been
awarded a peerage in 2000.
She is a former Director General
of Age Concern England and is
currently a member of a number
of All-Party Parliamentary Groups.
She is currently Chief Executive of
the International Longevity Centre
and President of the Pension
Policy Institute among other senior
level positions.
Opportunities to reach THE older online community
OWL GROUP
‘
1,600,000
unique visitors per month
4,800,000
page impressions per month
118,000
registered members
45,000
opted-in members
ABOUT US
50connect is the largest and
most popular website specifically
targeting the more mature
UK web surfers.
In 2005, 50connect was awarded
eSuperbrand status, recognising it
as one of the leading online brands
in the UK, alongside bbc.co.uk;
Google and eBay among others.
Since it was launched in 1999,
50connect has grown rapidly as its
broad mix of editorial, information
and entertainment struck a chord
with the over 50s and those
approaching that milestone.
ABOUT THE
VISITORS
Age Breakdown
45 – 49 21%
50 – 54 30%
55 – 59 22%
60 – 64 13%
65+
14%
Opportunities to reach THE older online community
Demographic Breakdown
Almost exclusively A,B,C1
93% of our users are online daily
79% of our users go online to find
the best price
66% of our users go online to read
reviews on products or services.
58% regularly purchase online
62% female
38% male
OWL GROUP
RATE CARD
1.
1. LEADERBOARDS
2. MPUs
Leaderboards
MPUs
728 x 90
300 x 250
£10 cpm
2.
£8 cpm
Leaderboards – Expandable
MPUs – Expandable
728 x 180 £12 cpm
500 x 300 £10 cpm
4. BANNERS
3. Skyscrapers
Banners
Skyscrapers
468 x 60
120 x 600
£3 cpm
3.
£4 cpm
Skyscrapers – Expandable
160 x 600
4.
£6 cpm
Overlays/Rich Media/
Peels/Page Pusher
£25 cpm
Video, Home Page Takeovers and advanced ad serving techniques
available on request
WANT TO ADVERTISE?
CALL US NOW ON 020 7034 1900
Opportunities to reach THE older online community
OWL GROUP
RATE CARD
ADDITIONAL PRICING
Integrated Positions:
Tenancy Box
Home Page
£2,400 per month
Tenancy Box
Travel, Finance or Health
£1,700 per month
Tenancy Box
Other Channels
£1,300 per month
Competitions:
Each promoted on the site for a month, via the competition channel
£4,000 including data
£2,000 excluding data
Newsletters:
Three newsletters are sent every month to 45,000 members
• Travel,
• Finance
• General
£700 per newsletter
Channel/Article/Newsletter Sponsorship:
Solus Emails:
Various selections are available
Priced per case
Cost £100 cpm (depending on selections)
Advertorial/Editorial:
Per article, per month £1,500
WANT TO ADVERTISE?
CALL US NOW ON 020 7034 1900
Opportunities to reach THE older online community
OWL GROUP
250,000
unique visitors per month
1,000,000
page impressions per month
30,000
registered members
Projected figures at November 2010
ABOUT US
Launched in the summer of
2010, olderiswiser.com is a social
networking site for grown-ups.
It is a forum where like-minded
people can share news, opinions
and information, and it is where
they can read editorial comment
which tells it like it is - and
where they can feel free to agree
or disagree.
ABOUT THE
VISITORS
Age Breakdown
45 – 49 8%
50 – 54 17%
55 – 59 24%
60 – 64 33%
65+
18%
Opportunities to reach THE older online community
Olderiswiser.com will help
its members and its visitors find the
answers to life’s questions
and help them prepare themselves
for the uncharted waters of life
in retirement.
Demographic Breakdown
Almost exclusively A,B,C1
68% female
32% male
OWL GROUP
RATE CARD
1.
1. LEADERBOARDS
2. MPUs
Leaderboards
MPUs
728 x 90
300 x 250
£10 cpm
2.
£8 cpm
Leaderboards – Expandable
MPUs – Expandable
728 x 180 £12 cpm
500 x 300 £10 cpm
3.
3. Skyscrapers
Skyscrapers
120 x 600
£6 cpm
Overlays/Rich Media/
BUTTON/MICRO-BAR
Peels/Page Pusher
Button #2 £25 cpm
120 x 60
£5 cpm
Micro-bar
88 x 31
£4 cpm
Video, Home Page Takeovers and advanced ad serving techniques
available on request
WANT TO ADVERTISE?
CALL US NOW ON 020 7034 1900
Opportunities to reach THE older online community
OWL GROUP
RATE CARD
ADDITIONAL PRICING
Integrated Positions:
Tenancy Box
Home Page
£1,500 per month
Tenancy Box
Other Channels
£1,000 per month
Competitions:
Each promoted on the site for a month, via the competition channel
£3,000 including data
£1,500 excluding data
Newsletters:
Two newsletters are sent every month to the registered members
£450 per newsletter
Channel/Article/Newsletter Sponsorship:
Solus Emails:
Various selections are available
Priced per case
Cost £100 cpm (depending on selections)
Advertorial/Editorial:
Per article, per month £1,200
WANT TO ADVERTISE?
CALL US NOW ON 020 7034 1900
Opportunities to reach THE older online community
OWL GROUP
80,000
unique visitors per month
260,000
page impressions per month
18,000
OPTED-IN members
ABOUT US
For more than ten years we have
been the destination for people
wanting to make the most of later
life, and especially of their retirement.
Laterlife.com offers extensive
reference information and a monthly
online magazine for those preparing
for, entering and enjoying retirement.
Laterlife are retirement specialists
ABOUT THE
VISITORS
Age Breakdown
Under 508%
50 – 54 24%
55 – 59 27%
60 – 64 23%
65 – 69 10%
70+
8%
Opportunities to reach THE older online community
and also provide online and offline
courses to help visitors prepare for
this major life change.
The site also has a wealth of
information on health and antiaging, holidays and breaks, taking
up new interests in retirement,
special anniversaries and birthdays,
grandchildren, living aids for older
relatives and friends, beauty in later
life, dating in later life, home security,
walking and gardening.
Demographic Breakdown
Almost exclusively A,B,C1
55% female
45% male
51% retired
OWL GROUP
RATE CARD
1.
1. BANNER
3. SQUARE BUTTON
Banner
SQUARE BUTTON
468 x 60
125 x 125
£3 cpm
3.
£5 cpm
Video, Home Page Takeovers and advanced ad serving techniques
available on request
WANT TO ADVERTISE?
CALL US NOW ON 020 7034 1900
Opportunities to reach THE older online community
OWL GROUP
RATE CARD
ADDITIONAL PRICING
Integrated Positions:
Tenancy Box
Home Page
£800 per month
Tenancy Box
Other Channels
£500 per month
Competitions:
Each promoted on the site for a month, via the competition channel
£2,000 including data
£1,400 excluding data
Newsletters:
Three newsletters are sent every month to the 18,000 registered members
£450 per newsletter
Square Button 125 x 125 plus ten words of text
£350
MPU (static) 300 x 250 plus 100 words of text
£450
Text Link
Max 25 words
£30
Channel/Article/Newsletter Sponsorship:
Solus Emails:
Various selections are available
Priced per case
Cost £60 cpm (depending on selections)
Advertorial/Editorial:
Per article, per month, rated on a case by case basis £1,200
WANT TO ADVERTISE?
CALL US NOW ON 020 7034 1900
Opportunities to reach THE older online community
OWL GROUP
The Owl Group community of sites
The Owl Community consists of
a number of market leading niche
sites targeting the over 50s who have
a mutual respect and knowledge
of the older online web user.
In collaboration, we have the ability
to reach a combined online audience
of more than 2,000,000 unique
visitors per month.
Sites within the
community include:
www.50connect.co.uk
www.olderiswiser.com
www.laterlife.com
Bookings are blind, but will only run
on the Owl Community. And you can
be assured that only a premium 50+
audience will be reached.
You are able to target within this
exclusive demographic group
through our premium service.
Rate Card
Leaderboards
728x90
£6 cpm
Leaderboards – Expandable
728 x 180
£7 cpm
MPU’s
300 x 250
£4.50 cpm
MPU’s – Expandable
500 x 300
£5.50 cpm
Skyscrapers
120or160 x 600
£2.50 cpm
Overlays/Rich Media/Peels/Page Pusher
Button #2 Micro-bar
£18 cpm
120 x 60 £5 cpm
88 x 31 £4 cpm
WANT TO ADVERTISE?
CALL US NOW ON 020 7034 1900
Opportunities to reach THE older online community
OWL GROUP