Digital Media Kit 2015 I advertise.aarp.org/digital.org AARP.org and a growing portfolio of digital assets feature premium content, tools and activities specifically targeted to a highly engaged tech-savvy 50+ audience. State-of-the-art advertising possibilities delivered at the right time and in the right place provide optimal performance for a growing roster of advertisers. REACH YOUR REP 646.521.2500 / advertise.aarp.org/digital
Delivers Peak Performance 1 2 Site Vitality* 18% growth in unique visitors in the past year, 12MM monthly UVs, 148MM total PVs, 12PVs per UV, mobile drives 20% of traffic. Premium Content Exclusive to 50+ life stage, focused on health, finance & travel and delivered across multiple platforms (newsletters, mobile, tablet and social media). 3 5 High Engagement** More than double the minutes per visitor than Reader s Digest, WSJ, WebMD, TripAdvisor and Fox Business. Performance Enhancing Programs Hot Deals transactional program, creative review & recommendations, data mining pre and post campaign. 4 ROI Generator AARP.org s average CTR is an impressive.20% for directly sold inventory 25% higher than most vertical sites*** (average.16% CTR). SOURCE *Omniture Jul-Dec 2014/2013, **comscore Jul-Dec 2014 average; ***DoubleClick March 2014
Audience Demographics Not all 50+ visitors are alike. AARP reaches a digitally-savvy, dual audience that's more inclined to seek product solutions online for everything from health and finance to travel, automotive, consumer electronics and more. In fact, AARP.org visitors are 2x's more likely to make an online purchase in a given month compared to the general online population. Audience Age 50+ 75% Age 45+ 84% Online Innovator 69% (Frequently advise others on consumer products and websites) Homeowner 77% Average Age 57 Any College 81% Average HHI $68,170 Purchasing Propensity 56% more likely to shop online in a given month* AARP Audience Advantage AARP.org Visitors 50+ INDEX Online Population AARP Advantage Seek/post product reviews (30 days) 208 107 93% Shop for new autos (30 days) 206 111 90% Heavy spend on vacation package (6 months) 187 113 61% Investment transaction (30 days) 205 126 60% Research products to buy for home (30 days) 178 113 57% Heavy spend on drugs/remedies (6 months) 192 141 35% *AARP visitors vs. general online population (50+ base) SOURCE Nielsen@Plan Q2 2014
Robust Portfolio of Ad Capabilities AARP has a myriad of standard and custom solutions designed to help you achieve your marketing goals. We can help you identify, connect and convert your high value customers by leveraging an optimal mix of contextual, audience, high impact and custom targeting. High Impact Interstitial Custom Native Special Hot Deals High Impact Rich Media Interstitial Roadblock Goal Post Wallpaper Home Page Pushdown Pencil Pushdown Login Wallpaper Custom Native Advertiser Landing Page Games Reskin Performance Management Spotlight Tags Retargeting Creative Delivery Options Brand Effectiveness Studies Campaign Optimization Special Hot Deals Sponsorships Sweepstakes Customized Packages Standard Run of Site Run of Channel Run of Video Opt-in Newsletters Vertical and Special Offer Audience and Geo-targeting Mobile Mobile Adhesion Standard See digital specs page for more information, advertise.aarp.org/digital.
Precision Targeting Capabilities With hundreds of data points on our members, AARP has the ability to create proprietary targeting opportunities based on 1st party data that are unmatched in the marketplace. This information (available only in aggregate and non-personally identifiable form) allows marketers to connect with their core consumers when they are most likely to be considering a product purchase. AARP s robust 50+ data capabilities enable us to deliver quality targeting based on 1st party data, depth across multiple segments, insight to help identify high value consumers and scale on and off AARP.org. AARP s Digital Ad Services team can help you determine the optimal audience targeting for your brand leveraging the following data resources: Offline Membership Data 1st party Reaches Premium Segments Demographic income, household size, grandchildren, retired, employed, own home, length of residency Life Stage based on AARP membership segmentation; total of eight segments Lifestyle Model Scores predictive modeling based on engagement with AARP content/tools/products such as travel discount, caregiving and deals & discounts model score Membership Status existing vs. new member Online Data 1st & 3rd party Identifies Affinity and Interest Areas AARP.org Site Behavior based on content consumption AARP Performance Clusters demographic and psychographic attributes Retargeting specific for advertiser s conversion cycle Custom unique segment based on audience attributes 3rd Party Overlays Drives Efficiency and Scale Behavioral Enthusiasts & Purchasers based on content and product consumption; includes segments across key verticals such as financial, travel, health, technology, food, aports, entertainment & home
Digital Rate Card 2015 AARP.org and a growing portfolio of digital assets feature premium content, tools and activities specifically targeted to a highly engaged tech-savvy 50+ audience. State-of-the-art advertising possibilities delivered at the right time and in the right place provide optimal performance for a growing roster of advertisers. Standard Display Media Net CPM LEADERBOARD 728X90 TOP 300X250 BOTTOM 300X250 300X600 160X600 Home Page $92 $92 $80 Entertainment 27 27 23 Food 18 18 15 Games 11 11 9 Health 31 31 26 Home and Family 27 27 23 Money 30 30 25 Politics and Society 18 18 15 Travel 36 36 30 Work 33 33 28 ROS 12 12 10 Looking to make a big impact on a smaller budget? Use our self-serve advertising portal for premium guaranteed inventory for budgets under $10,000, pagegage.com/aarp. Talk to your sales representative for additional robust capabilities and custom opportunities. Pricing subject to change.