Les Binet’s media tips for reaching older and younger consumers during the COVID-19 pandemic

Stephen Whiteside

The TouchPoints database run by the Institute of Practitioners in Advertising (IPA), the trade body, offers numerous guidelines for brands seeking to adapt media strategies during COVID-19.

Media habits have been transformed by the COVID-19 pandemic - but these changes in behavior have varied in significant ways among older and younger consumers.

For brands, it is essential to understand the aggregate shifts in how people are exposed to advertising, Les Binet, group head, effectiveness at agency adam&eveDDB, noted during a session held by Facebook at the IAB UK Digital Upfronts.

“I think the next thing you need to then think about is looking by demographic,” he added. “This is where it becomes more interesting.”

To help marketers build strategies in line with the emergent media reality, Binet...

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