Age is just a number, and apparently, a pretty bad targeting signal too.
It’s more about vibe: Meta partnered with BAMM Global to survey nearly 10,000 people across eight markets and found that life stage predicts purchase intent far better than age.
People navigating a major milestone like graduating, getting married, or having a baby show up to 26 percentage points higher purchase intent than those who aren’t.
A 23-year-old planning a wedding and a 45-year-old expecting a baby have more buying behaviour in common with each other than either does with someone their own age.
If age brackets are still doing the most in your targeting strategy, it might be time to rethink it.
The chronically online never logged off YouTube: Precisify’s Gen Z and Millennial report found that ad recall is strongest on YouTube for over 50% of both groups.
It beat TikTok, Facebook, Netflix, and everything else tested.
83% of Gen Z and 78% of Millennials use YouTube, making it the only platform that reliably pulls in both groups. Nearly 45% of each spend 30 to 60 minutes there daily.
And here’s the hearty side dish: Long-form content beats YouTube Shorts on ad quality perception among Gen Z by a margin of 36% to 11%.
It looks like long-form YouTube placements might deserve a bigger slice of your media mix.
