The last-minute Father’s Day shopper. The graduate looking for a new laptop. A dad buying summer gear for the backyard. A student furnishing their first apartment.
These moments happen all the time, and each comes with real buying decisions. Advertisers have a chance to reach people who are ready to buy if their messaging connects clearly and at the right moment.
Why Dads and Grads Deserve a Closer Look
“Dads and grads” can sound broad, but each person within these groups is experiencing something unique. Their life circumstances are changing, and so is the way they shop.
Some dads are just figuring out parenting. Others are preparing for summer weekends, shopping for outdoor equipment, or heading back to the office. Their purchases reflect exactly where they are in life.
Graduates are navigating transitions, too. Many are moving out of dorms, job hunting, shopping for professional clothes, or buying a car. Others are opening bank accounts or planning their first trip alone.
Both groups have spending power, but what matters more is their intent. It’s important to understand who these people are beyond basic demographics, focusing instead on their current actions and needs.
Going Beyond Basic Demographics
Advertising to broad audiences won’t get you far. Real success comes from reaching real people with their unique priorities and routines.
For dads, that could mean:
- A first-time parent figuring it out as they go
- A weekend warrior gearing up for summer travel
- A Father’s Day gift shopper looking for something meaningful and fast
And grads, this might include:
- Seniors preparing for life after college
- First-time job seekers building a wardrobe and a routine
- Young adults taking on new financial responsibilities or planning a solo trip
These are real-life scenarios, not generic categories. Each represents a clear, actionable moment for advertisers.
Turn Good Timing into Great Results
Father’s Day spending is expected to hit $22.4 billion this year. Graduation gifting averages at around $117 spent per person.
Now think about that multiplied across families, communities, and extended friend groups. That’s a wave of purchase activity, but it only works in your favor if your ads are reaching the right person on the channels they’re most active.
Targeting “dads” or “students” doesn’t get you there. You need to know which dad. Which grad. And what they’re looking for.
To effectively connect with these audiences, choose channels that reflect their daily routines and media habits:
- Social Media: Platforms like Instagram, TikTok, and Snapchat are ideal for younger grads.
- Connected TV (CTV): Reach dads and grads during their favorite streaming shows and live sports events.
- Email Marketing: Timely and personalized messages can drive quick purchasing decisions, especially around gift-giving.
BRIDGE Connects You To Real People Who Are Right For You
It’s easy to buy broad audiences, but harder to reach the right people who are genuinely interested. That’s where BRIDGE comes in.
Our data safe audiences are made up of real people with verified, opted-in email and postal addresses. We use a people-based approach to identify actual individuals based on current behaviors. No assumptions or outdated information, just accurate, real-time insights.
For example, you can target:
- Local apartment renters in their twenties
- Grads interested in fitness, travel, or finance
- Dads in your area who recently purchased home improvement or outdoor gear
And because we know these people, we know which channels to reach them on. Even better, we will show you exactly who converted at the end of your campaign.
Make It Count
The window to reach these shoppers is short, and their buying decisions are already underway. There’s no room for delays.
BRIDGE helps you meet people exactly where they are, whether on their phones, watching TV, or checking their emails. Your messages appear only where they matter, reaching real people at the right moments.
Let’s make your campaigns count. Let’s connect you to real, data-safe audiences today.
