The billion-dollar audience too many marketers overlook
November 19, 2025
By SmartNews
A recent MediaPost article, “The Billion-Dollar Market Nobody Markets To,” highlights a striking disconnect in the advertising world: although consumers aged 50 and above are described as financially stable, brand-loyal, and multigenerational spenders, only 17% of marketers have a dedicated strategy for reaching them.
This gap represents one of the biggest missed opportunities in modern marketing — and it’s time brands rethink their approach.
Why the 50+ Demographic Deserves More Attention
The MediaPost report surfaces several reasons this audience should be central — not peripheral — to marketing strategy:
1. They control significant wealth
92% of marketers described the 50+ audience as “financially stable,” making them a high-value segment across categories including finance, home services, retail, travel, and healthcare.
2. They exhibit loyalty and long-term value
67% consider this group “brand loyal,” meaning that the right messaging can convert into repeat purchases and strong lifetime value.
3. They influence multigenerational spending
The 50+ consumer segment often purchases or makes recommendations for children, grandchildren, and even aging parents — expanding their impact far beyond one household member.
4. They’re digitally active
The “new 50+” is mobile-savvy, news-engaged, and open to exploring new products and services, challenging outdated assumptions about their digital behaviors.
Why Marketers Still Under-Invest in This Audience
The article points to a common misconception: many brands believe the 50+ audience will “age into” their current youth-oriented marketing. Others simply default to historically popular age cohorts like 18–34 or 18–49.
This results in fragmented targeting, creative misalignment, and missed opportunities — especially at a time when competition in younger demos is more crowded and costly than ever.
What Advertisers Should Do Next
For brands looking to improve acquisition, expand reach, or increase efficiency, the 50+ demographic represents a strategic advantage. Here’s how to get started:
1. Reevaluate audience assumptions
Avoid generalizations about what older consumers want or how they behave online. Treat them as a dynamic, actively shopping, digitally present audience.
2. Tailor creative and messaging
Use clear, credible, benefit-led messaging that speaks to their needs and lifestyle. Avoid repurposing creative designed for younger cohorts.
3. Diversify media mix with mobile-native experiences
Many 50+ consumers engage heavily with mobile news and information apps, where attention is high and trust is strong. In-feed native placements perform well with this audience.
4. Measure outcomes across the full customer journey
Track not only conversion and engagement, but downstream impacts such as referrals, long-term retention, and multigenerational influence.
5. Allocate intentional budget
If this demographic is a priority, it should be clearly reflected in targeting, spend, and creative — not just reached as incidental spillover.
The Bottom Line
The 50+ audience is not just a “nice to have” demographic. It’s a powerful, affluent, and growing segment that marketers consistently undervalue — despite overwhelming evidence of its influence and purchasing power.
As performance expectations rise and competition intensifies, advertisers who recognize and invest in this audience early will gain a meaningful advantage. The billion-dollar market isn’t hidden — it’s simply under-addressed. And now is the time to show up.
Reach the 50+ Audience with SmartNews
SmartNews is a mobile-first news and information platform where millions of adults — including the 50+ segment — turn for trusted, daily content. With native, in-feed ad experiences and a brand-safe environment built on partnerships with thousands of reputable publishers, SmartNews helps advertisers connect with this high-value audience in the moments that matter.