Taboola Audiences: Why Native Ads Perform Especially Well With 50+ Users
- Feb 6
- 3 min read
When people talk about Taboola or Native Advertising, they usually focus on traffic, placements, or creatives.
What’s often massively underestimated is one of Taboola’s biggest strengths:
the audience.
More specifically:
With Taboola audiences, you can reach people aged 50+ extremely effectively.
And for many advertisers, this becomes a serious performance advantage.
Which Taboola Audiences Perform Best?
Native platforms like Taboola (via the Realize Ads Manager) don’t reach users inside social feeds. Instead, they operate across the open web:
on premium news sites
inside editorial environments
within email inboxes (for example Yahoo)
on desktop placements
through additional touchpoints like push notifications or lockscreen ads
The result:
👉 A disproportionately high share of older users.
Typically, this means:
50+
55+
sometimes even 60+
These users are:
far more active on news websites
regular users of classic email providers
strongly desktop-oriented
much less present on TikTok or Instagram
often only lightly active on Facebook
That’s exactly why social ads frequently struggle to reach them.
Native Ads fill that gap.
Why Older Audiences Are Extremely Attractive for Advertisers
Most marketers obsess over younger demographics.
But older audiences often bring decisive advantages.
1. Higher Purchasing Power
People aged 50+ typically have:
lower ongoing expenses
higher savings
more financial stability
This often leads to:
higher AOVs
lower price sensitivity
stronger conversion quality
2. Less Ad Fatigue
This audience isn’t scrolling social feeds all day.
They’re significantly less ad-blind than younger users.
Native Ads feel more like editorial recommendations to them, not disruptive advertising.
3. Much Higher Desktop Conversion Rates
A point many advertisers underestimate:
Older users convert far more frequently on desktop.
That means:
larger screen
mouse + keyboard
higher perceived security
better readability
more trust during checkout
Especially for Shopify stores, desktop becomes extremely interesting because:
upsells can be positioned more effectively
cart optimizations have more visual space
post-purchase flows perform better
If you’re running Taboola, you should never disable desktop.For 50+ audiences, it’s often the strongest conversion driver.
The Key: Different Angles for the Same Products
Not every product is “made for older people.”
But almost every product has features that can be reframed for older audiences.
Example:
A protein supplement.
For younger buyers:
muscle growth
beach body
performance
For older buyers:
preserving muscle mass with age
better mobility
supporting overall health
Same product.
Completely different benefits.
That’s the real Native Ads advantage.
You don’t change the product.
You change the angle.
Why Advertorials Matter Even More for Older Taboola Audiences
Older users usually need:
more explanation
more context
more trust
Sending Native traffic directly to a product page often underperforms here.
Instead, you should work with:
advertorials
educational landing pages
listicles
These formats:
build credibility
explain the problem
present solutions
guide users step-by-step toward the product
For 50+ audiences, this intermediate step is often decisive.
Transparency Beats Clever Conversion Tricks
Older users are more cautious.
They pay closer attention to:
legal information
company location
payment methods
return policies
If these elements aren’t clearly communicated, conversion rates drop dramatically.
Advertisers who handle this properly win long-term.
Conclusion: Taboola Is a Premium Channel for Older Audiences
If your product:
solves a real problem
requires explanation
lives in health, finance, or lifestyle
or benefits from higher purchasing power
then Taboola audiences can become a major growth lever.
Native Ads allow you to:
create additional touchpoints
reach older buyers
increase basket size
monetize desktop traffic more effectively
Most advertisers ignore this demographic entirely.
Those who understand it scale.
Marketing expert pointing at “50+” audience and Taboola native ad placements, showing news site widget, email inbox ads, and desktop checkout
