Online advertising works best when the message is targeted .

TV websites of course are fairly broad in their reach, but sometimes they do have the ability to tailor content to a niche audience. KGTV (10News, ABC) in San Diego has developed one such content section aimed entirely at seniors. It's entitled Senior Smart.

Senior Smart provides information and resources to interest the older segment of the station's audience.

Last week for example was Fall Prevention Awareness Week. Senior Smart's lead article focused on information to help seniors avoid dangerous falls. This week Peer Counseling is the main topic of interest.

The microsite also provides links to various community resources and a calendar of events tailored to seniors.

Senior Smart is supported by a pair of online sponsors who are eager to reach an older audience. The Golden Acorn Casino is a nearby gaming venue, which is largely supported by a senior clientel. The Ability Center is a company that distributes products that help the physically challenged elevate their quality of life through increased mobility.  

The Abilty Center also provides content to the site in the form of Senior Tips to help people learn more about wheelchairs and other mobility devices.

Additionally 10News has partnered with the County of San Diego Aging and Independence Services who also furnish content for Senior Smart.

THE ONLINE SPIN

On local media websites niches really matter.

The Senior Smart  microsite on 10news.com affords KGTV the opportunity to reach out to a sizeable segment of its on-air audience with targeted, relevant online content. This in turn provides the sponsors an efficient method to reach their prospects as well.