Retirement looks a little different for everyone – but it’s a topic that all of us will likely encounter at some point! We loved teaming up with NYU Press to help reach readers interested in retirement, aging, personal finance, and more for On Retirement: How Aging Is Transforming American Lives by Daniel Horowitz.
In On Retirement, Horowitz explores how retirement has evolved in America and the ways our expectations around aging, work, and life after retirement continue to change. From longer life expectancies to financial challenges, he takes a fascinating look at what aging in modern America really means. It’s a timely look at a topic that’s becoming increasingly relevant, especially as more Americans rethink what their later years might look like.
For this campaign, we focused on reaching Gen X readers, retirees, and book buyers, along with audiences interested in planning for retirement. We also layered in traits and behaviors like healthy aging and wellness enthusiasts, AARP members, readers interested in personal finance and retirement savings, and NPR listeners. We included comp authors like Atul Gawande, Arthur C. Brooks, Ashton Applewhite, and Peter Attia, along with keywords like retirement planning, life after retirement, retirement happiness, and purpose after retirement.
We created custom banner ads for the campaign (included in the cost!) and wrapped up with an impressive 0.36% CTR — 2.55x our banner benchmark! The ads appeared across top sites including NPR, The New York Times, The Atlantic, The Guardian, Business Insider, AARP, Forbes, Yahoo Finance, and U.S. News & World Report!
The top performing audience was retirees who are avid readers and book buyers (0.60% CTR!), followed by retirement planners browsing premium news sites (0.41% CTR). Other top performers included Gen X readers, retirees, and retirement planners who read academic and reference books (0.40% CTR), Gen X readers and retirement planners who are history enthusiasts (0.38% CTR), and NPR listeners browsing content related to retirement and relevant comp authors (0.38% CTR).
If you’re interested in learning more about retirement and how it’s shaping American lives, be sure to check out On Retirement by Daniel Horowitz here. And if you’re ready to reach the right readers for your next book campaign, you can always find me at marybeth@adbiblio.com!
