Guide
video adsaudience targetingVideo Ads Targeting Seniors (78+): Platform, Format & Creative Guide
Seniors (78+) have specific habits and preferences. Here's what works.
Last updated: March 18, 2026
Market Size
20M US. Highest per-capita healthcare spending. Decisions often involve adult children (dual audience).
Platform Behavior
Facebook (primary/only social). YouTube. Google. Television still dominant — CTV (Roku, Hulu) reaches them where they spend most screen time.
Preferences
Content: Clear, simple communication. Health/medical. Safety/security. Family connection. Community belonging. Financial security/estate planning.. Purchase: Adult children as co-decision-makers (healthcare, housing, tech, financial). Phone preferred. Highest trust in established brands. Price sensitivity varies..
What Works
Large clear text. Warm respectful tone (never patronising). Multi-generational imagery. Professional voiceover with clear diction. Trust signals (BBB, certifications). Phone number prominent. Dual-audience ads for senior + adult children.
What Doesn't
Small text, fast editing, complex navigation, digital-only response (many want to call), helplessness assumptions, infantilising tone. Never use 'elderly.'
Format & Budget
Format: Brand Story and Testimonial. Landscape only. Very large text. Professional voiceover — clear, warm, unhurried. Min 45s (this audience has patience).. Budget: 50% Facebook, 20% YouTube, 20% CTV (Roku/Hulu/Samsung TV+), 10% Google. Phone tracking essential — many conversions by phone..
Pro Tips
- Facebook (primary/only social). YouTube. Google. Television still dominant — CTV (Roku, Hulu) reaches them where they spend most screen time.
- Large clear text. Warm respectful tone (never patronising). Multi-generational imagery. Professional voiceover with clear diction. Trust signals (BBB,
- Small text, fast editing, complex navigation, digital-only response (many want to call), helplessness assumptions, infantilising tone. Never use 'elde
- 50% Facebook, 20% YouTube, 20% CTV (Roku/Hulu/Samsung TV+), 10% Google. Phone tracking essential — many conversions by phone.
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