1、83%of shoppers celebrated Mothers Day last year,with$28.1 billion spenton mom.This is a day to both appreciate and celebrate that special femalefigure in your lifeour annual guide outlines the best way to reach newshoppers(and re-engage existing ones)this year.Your Performance TV Guide to Mothers Da

2、y.Mothers Day has grown in importance over the past few years,with the National Retail Federation reporting total expenditure has almost doubled since 2009.Last year,shoppers spent a record total of$28.1 billion on gifts,with 44%of survey respondents seeking unique or different gifts as their most i

3、mportant shopping consideration.However,the past two years have been challenging for advertisers,as it has required brands to be more emotional and sensitive with their ad creative,and messaging.Thankfully MNTN Performance TV offers marketers a way to reach in-market shoppers,drive conversions and a

4、lso build brand equity within a single user interface.This guide will explore last years Mothers Day trends,as well as what we learned from our own performance data.Lastly,well share some campaign strategies and best practices to get you on your way.Introduction.YOUR PERFORMANCE TV GUIDE TO MOTHERS

5、DAY 3As it currently stands,more than half(53%)of the female population in the United States are mothers,totalling 85 million.Thats a lot of moms that will need gifts.Last year however,there was an emphasis on quality over quantity.Not only did total expenditure increase,even though the percentage o

6、f people celebrating decreased slightly YoY from 86%to 83%,per-person spending actually increased by 7.3%from the year prior,up to$220.48.A Look Back at LastYears Mothers Day.YOUR PERFORMANCE TV GUIDE TO MOTHERS DAY 4Not surprisingly,the pandemic has taken a toll on mothers,with 93%of American mothe

7、rs feeling burned out in some way.However,this hasnt gone unnoticed,with 84%of shoppers putting in a little extra thought on intangible and customized gifts,like experiences.This was a popular choice among younger generations,like millennials and Gen Z.A Look Back at LastYears Mothers Day.YOUR PERFO

8、RMANCE TV GUIDE TO MOTHERS DAY 5Millennial shoppers were the biggest spenders on Mothers Day gifts last year,with the average consumer aged 25-34 spending$367.08 on gifts65%higher than the overall average per person spend.This age group,along with Gen Z,were most likely to celebrate Mothers Day.A Lo

9、ok Back at LastYears Mothers Day.YOUR PERFORMANCE TV GUIDE TO MOTHERS DAY 6We analyzed our own performance data across Mothers Day verticals including accessories,beauty,home goods and more from April 1st to May 18th 2021.While all Mothers Day related verticals performed well,some verticals saw bett

10、er returns on ad spend than others.Top Verticals,Ranked by Return on Ad Spend01 Fashion&Apparel02Accessories03 Home Goods04 Kids&Baby05 BeautyMNTNs ConsumerData Tells More.Shoppers Left It a Little Late Overall revenue,site visits,and conversions all peaked in the final week of April and first week

11、of May,roughly within a two week window before Mothers Day(Sunday May 9),suggesting that shoppers were on the hunt for gifts in the two week run-up to the holidaybut were still likely keeping an eye on shipping times.YOUR PERFORMANCE TV GUIDE TO MOTHERS DAY 7MNTNs ConsumerData Tells More.Advertisers

12、 Slowed Spending the Week of Mothers DayWhile campaign performance peaked at the end of April and early May,so too did ad spend and impressions.Advertisers pulled back on spendin the week leading up to Mothers Day,however revenue did not dropas severely as spend.This represents an opportunity for th

13、is years Mothers Day campaigns;our data suggested that consumers were still shopping up until the last minute.If advertisers maintain their level of spend into Mothers Day,they can compete for more revenue and conversions.YOUR PERFORMANCE TV GUIDE TO MOTHERS DAY 8Reeds Jewelers,a fine jewelry,collec

14、tible and watch retailer,used MNTN Performance TV prospecting to promote their 75th anniversary in the lead up to Mothers Day and drive better results for their evergreen initiatives.They served a non-skippable Mothers Day CTV ad across premium TV networks,followed with cross-device messaging using

15、the same creative elements of the video to remind viewers of active Mothers Day offers including sales,free shipping,and free returns.This immersive approach helped increase urgency and drive additional conversions with one seamless,consistent message.Reeds Jewelers.CASE STUDY SPOTLIGHTThe Results64

16、%39%Conversion RatesROASYOUR PERFORMANCE TV GUIDE TO MOTHERS DAY 9Campaign Strategies to Make This Your Best Mothers Day Yet.Timing&BudgetStart your prospecting campaign 3-6 weeks out to generate a largesite visitor pool.We recommend weighting 60%-90%of your budgeton upper-funnel campaigns to start,

17、to widen your audience poolSet aside 10%-40%of your budget for lower-funnel campaign efforts,like retargeting,to re-engage your audiences.We recommend launching one to two to weeks out as well as a week afterward to catch thoseresidual shoppers.Now that weve explored last years trends and dove deepe

18、r into ourown performance data,its time to set up your campaign for success.MNTN Performance TV lets you optimize your campaign against your campaign goals,like ROAS or eCPA.For a step-by-step guide to getting your campaigns live,check out our tips below.YOUR PERFORMANCE TV GUIDE TO MOTHERS DAY 10Ca

19、mpaign Strategies to Make This Your Best Mothers Day Yet.Prospecting99%7 of first time website visitors arent ready to buy,which is why prospecting is such a crucial part of any digital strategy.It both broadens your audience pool and fuels your retargeting efforts so you can re-engage with that 99%

20、later to close the sale.Here are a few types of in-market audiences to help spark some ideas,which you can apply to your futureand evergreen seasonal campaigns.Based on life events(like new moms,moms-to-be,first time moms,etc)Your competitors shopperstarget these audiences by seeking out audienceswh

21、o are known to have shopped at top competitors in your space.Contextual targeting,based on a combination of social and demographic profiling(e.g.,mothers who are heavy social media users or Gen Z shoppers who enjoy gift shopping)YOUR PERFORMANCE TV GUIDE TO MOTHERS DAY 11Campaign Strategies to Make

22、This Your Best Mothers Day Yet.RetargetingTapping into first-party audiences via retargeting efforts means youre reaching users who already have a vested interest in your brand,and are more likely to convert.Retargeting is such a powerful tool that your audiences are 70%more likely to convert.Additi

23、onally,returning customers are more valuable to online retailers than new customers.Mix and match your retargeting based on these behaviors,and be sure to keep“high-intent”in mind when specifying your criteria:Alternatively,if you already have a list of customer emails already at your disposal,you c

24、an use MNTNs CRM upload function.Visited specific pages on your website Recently visited your website Spent a specific amount of time on your website Site visit frequency Recent conversions,or converted a certain number of times on site Keyword or search intent Spent a specific amount(or average)on

25、a purchase Purchased a certain number of items(cart size)Based in a certain zip code or geographic areaYOUR PERFORMANCE TV GUIDE TO MOTHERS DAY 12Campaign Strategies to Make This Your Best Mothers Day Yet.AudiencesWeve pulled together a few audience segments that are perfect for your Mothers Day cam

26、paigns.You can access these,and 80,000+more audience segments via MNTNs integration with Oracle Data Cloud.01 Mothers Day ShoppersGet your ad in front of the audience that matters mostshopperswho are actively on the lookout for Mothers Day deals.02 Generosity&Gift GiversThis selfless segment loves t

27、o spoil their loved ones withgifts year roundincluding Mothers Day.ALC Shoppers SeasonalMothers Day ShoppersDatalogix DLX Seasonal Spring Seasonal Mothers Day ShoppersLotame Holidays&Special Events Holidays Mothers DayInterest Lifestyles Gift GivingOracle Hobbies&Interests(Affinity)Shopping Gift Giv

28、ingMRI Shopping Generous&GiverYOUR PERFORMANCE TV GUIDE TO MOTHERS DAY 13Campaign Strategies to Make This Your Best Mothers Day Yet.04 Top Performing VerticalsAccording to Statista,shoppers spent the most onthese three categories for Mothers Day last year.05 Gen Z&MillennialsTheres no doubt about it

29、this demographic are the mostlikely to be celebrating Mothers Day and seeking unique andmemorable gifts for mom this year.OnAudience Intent Apparel&Accessories Womens Apparel Womens Jewelry&WatchesShareThis Shopping Gifts&Special Event Items Custom&Personalized ItemsDatalogix DLX Retail Categories C

30、onsumer Electronics BuyersIXI Household Income(HHI)Income 360 MillennialsIncome Range More than$100,000Eyeota Demo Generation Gen Z/Post MillennialsBusinessWatch Network ConsumerWatch Network Demographics Generations Millennials&Gen Z(1982 and after)03 Different Types of MomsTargeting homes with mom

31、s is a good idea,and we highlightedthree main ones to consider.Also,dont forget to target thosemother figures in your life,too!ALC Consumer Families with Children Single MomsTruSignal Demographic Parents Moms New MomsOracle Life Stages&Events Family&Children(Kids)Expectant(Expecting)ParentsYOUR PERF

32、ORMANCE TV GUIDE TO MOTHERS DAY 14Gettin Creative.Once youve defined your audience segments and set up your campaign parameters,the next big step is to consider your ad creative.Viewers retain 95%of a message when they watch it in a video,versus 10%when reading it in text.Additionally,85%of millenni

33、als,who are the biggest Mothers Day audience,have purchased a product after watching a video.Needless to say,your creative can make an enormous impactso heres how to get it right.Below are a couple of non-negotiablesthat should be present in your ad creative.01 A clear call-to-action.This applies bo

34、th in your voiceover and copy.02 Include a URL so viewers know where they can find out more.03 Keep your creative consistent across ad channelsfor example,if youre utilizing the MNTN Multi-Touch feature,the creative should maintain a similar look and feel to drive brand recall and relevancy.04 Creat

35、e several iterations of your ad creative to A/B test throughout,to freshen up your campaign.Test different product groups,featuringdifferent talent in your creative,and even switch up your copy andcall to action.YOUR PERFORMANCE TV GUIDE TO MOTHERS DAY 15Get a Continuouse Supply of Connected TV Crea

36、tiveSince Mothers Day is a big opportunity for many verticals,its important to have a steady stream of ad creative at the ready.MNTNs Creative-as-a-Subscription service was launched for this reason,to meet advertisers ongoing creative needs.Thanks to CaaS,advertisers can get an ongoing supply of Con

37、nected TV ad creative.The cost of creative production is bundled into your media spend,allowing you to focus your entire investment on driving performance.Learn moreOriginal Video AdsNew video creative in apremium live action styleUGC Testimonial AdsCreative styled to matchauthentic user generated c

38、ontentPost-Production Video AdsRemix existing video or images with fresh edits,graphics and moreAdvanced Testing AdsMultiple,unique live action ads to test your messageLearn why the biggest screen in the house is a performance marketers best kept secret.Want to learn more?Performance TV DeliversMean

39、ingful ResultsEvery Mothers Day.Visit Sources:Mothers Day 2021 Data Center,National Retail Federation.Planned total expenditure on Mothers Day in the United States from 2007 to 2021,Statista.Census,Mothers Day,May 2012.5 questions(and answers)about American moms today,Pew Research Center.Motherly 20

40、21 State of Motherhood Survey Results.Consumers planning to give a gift of experience for Mothers Day in the United States in 2021,by age group,Statista Stop Missing Out on 99%of Your Webiste Traffic,Hubspot.The Process and Performance of Ad Retargeting,and Why You Should be Using it,Social Media To

41、day.Returning customers are far more valuable to online retailers than new customers,Business Insider.Planned expenditure on Mothers Day gifts in the United States in 2021 by Category,Statista.75 Staggering Video Marketing Statistics,Wordstream.Study:85%of millennials have purchased a product after watching a video,Marketing Dive.