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ONLINE MOM THE. 2 Moms are powerful in today’s marketplace 82.5 million women in the US are moms Moms spend $1.7 trillion annually Moms control 80% of.

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Presentation on theme: "ONLINE MOM THE. 2 Moms are powerful in today’s marketplace 82.5 million women in the US are moms Moms spend $1.7 trillion annually Moms control 80% of."— Presentation transcript:

1 ONLINE MOM THE

2 2 Moms are powerful in today’s marketplace 82.5 million women in the US are moms Moms spend $1.7 trillion annually Moms control 80% of all household spending Source: US Census, Ketchum Momfluentials: a profitable and sought after marketing segment

3 3 ‘Moms’ online population is 1) growing 2) more engaged with the internet, and 3) portal driven % Source: Female Internet Population: eMarketer, March 2008 Time spent breakdown: ComScore MediaMetrix, November 2008 – top 500 websites visited were categorized by Business Intelligence. Moms definted as female, age 18-54, and household including children. Index compares % of total minutes spent by moms against total audience Monthly Return Frequency and Engagement: comScore MediaMetrix, November 2008 US Adult Female Internet Users with Children (millions) (Visits per Monthly UV) (Minutes per Visit) Monthly Return Frequency Engagement Moms Total Internet Breakdown of Time Spent by type of website Commerce, 12% Portal/ISP, 54% Product, 1% Publishing, 15% Search, 1% Social Network, 16% Other, 0% Gov, Edu, Org, 1%

4 4 The Internet is an integral part of mom’s lives My time Family time productivity tool entertainment & relaxation communication & social outlet purchase influence parenting Source: living la vida rapida, a research partnership between OMD and Platform-A

5 5 Currently, largest presence of moms are found on , news and other general sites. However, highest engagement of moms are seen on niche sites. General Sites Family Related Sites Entertainment Sites Online Activities of US Female Internet Users with Children (% of respondents)* 85% 64% Paying Bills/ online bankingPaying Bills/ online bankingPaying Bills/ online bankingPaying Bills/ online banking 57%Reading News 56%Checking weather 35% Downloading coupons 44% Shopping for my children 36% 45% Buying gifts for others Planning travel/local travel/ maps and directionPlanning travel/local travel/ maps and directionPlanning travel/local travel/ maps and directionPlanning travel/local travel/ maps and direction Researching healthcare info Playing online games 49% 39% 38% 46% Researching products Shopping for self UVs Reach Engagement

6 6 However, moms are most engaged on content- specific sites like lifestyle, coupons, and entertainment Source: ComScore MediaMetrix, November 2008 – top 500 websites visited were categorized by Business Intelligence (see methodology page). Moms defined as female, age 18-54, and household including children. Index compares % of total minutes by moms against total audience Site categories with more % time spent by Moms (compared to all internet audience)** +146% Style/Fashion +87% Moms +83% Coupons +48% Celebrity +36% Retail +31% Health +30% Consumer Goods +24% Food +23% Education +23% Entertainment Read As: Moms are spending 146% more of their time in Style sites relative to the average internet user Coupons, entertainment, and family/lifestyle sites are ideal platforms for advertisers looking to target moms. Take Away Women/Style: Population of moms spend 0.03% of time on Style Sites, total internet audience spends 0.012% of overall time on Style sites  +0% = moms spend the same as the average % time spent by overall internet audience  +50% = moms spend 50% more time than % time spent by overall internet audience

7 7 Moms online: Browsing, Researching, Buying 83.3 % of moms research products online before purchasing in a store Source: eMarketer, Moms Online, March 2008 Moms are Making Purchases Online (not offline) 16% 14% 13% 8% 6% 2% 27% BOOKSToys & Games Music & Software Clothing & Accessories BeautyPersonal CareELECTRONICS 55 % of moms feel the Internet is the most influential medium for purchase decisions (45% word of mouth, 34% TV) And living la vida rapida, a research partnership between OMD and Platform-A

8 JENNIFER’S STORY: THE PLATFORM-A MOM

9 9 Moms on AOL are more valuable than moms online Winter 2008/2009; Moms on AOL v. Moms online index Purchase childrens clothes online Purchase toys online Purchase video games online Purchase cosmetics/beauty aids online Shop online for personal loans Shop online for women's clothes Shop online for groceries Shop online for fitness & diet Shop online for vacation packages Moms On AOLMoms Online

10 10 AOL has a robust offering to reach moms in key content areas Category Applicable AOL Sites  Coupons  Celebrity  Entertainment  Women/Style  Women/Moms  Health  Food Celebrity & Entertainment Women’s Interest & Family Coupons Moms UV Index on AOL Site UV Index over 100 means the site has higher concentratio n of moms compared to the overall internet

11 11 Moms on AOL are more engaged Celebrity Gossip Download Coupon Food Health omg 15 PV/UV 7 Min/UV TMZ 28 PV/UV 12 Min/UV N/A PV/UV Min/UV N/A PV/UV Min/UV 10 PV/UV 7 Min/UV N/A PV/UV Min/UV Yahoo! Food 4 PV/UV 4 Min/UV AOL Food 15 PV/UV 7 Min/UV Delish 10 PV/UV 7 Min/UV 3 PV/UV 3 Min/UV 19 PV/UV 9 Min/UV MSN Health 10 PV/UV 6 Min/UV Source: ComScore MediaMetrix, November Moms defined as female, age 18-54, and household including children. Entertainment - TV Yahoo! TV 6 PV/UV 4 Min/UV AOL TV 20 PV/UV 10 Min/UV MSN TV 9 PV/UV 6 Min/UV

12 12 Engaging Jennifer: She lives on AOL Living #1 online destination where consumers live, play, & seek to improve their lives ParentDish provides parenting advice in a friendly, approachable voice. AOL Home is a destination where consumers find inspiration and guidelines for recreating their living space. AOL Food is a consumer’s online destination for recipes, menu planning ideas, beverages & entertaining Online resource that provides users with a daily fix of astrological predictions, weekly love forecasting, tarot card and numerology readings Source: comScore Media Metrix, August mm monthly unique visitors 160X600, 300X250, 728X90 3.8MM monthly unique visitors 160X600, 300X250, 728X90 3.6MM monthly unique visitors 160X600, 300X250, 728X90 4.0mm monthly unique visitors 160X600, 300X250, 728X90 1.8mm monthly unique visitors Ranks #2 in category 728x90, 300x250 mom ’ s Weave your brand into daily lives: The AOL Living network gives women the tools to simplify and enjoy their lives. Connect with moms where they live.

13 13 Engaging Mom: Providing a healthy world for her and her family AOL Health provides users the tools and resources necessary to manage their family’s physical and mental well-being Source: comScore Media Metrix, August 2008 AOL provides information 10.1mm monthly unique visitors 728x90, 300x250 AOL Health gives moms direct access to all the tools necessary to live a healthy well- rounded life: at the click of a mouse to help moms manage their personal and family physical and mental well being. your family health manager

14 14 One of the leading movie destinations featuring content that includes reviews, celebrity interviews, & quizzes Engaging Mom: Escaping from the everyday on AOL Entertainment Source: comScore Media Metrix, August 2008 from the everyday every mom desires… 14.3mm monthly unique visitors Ranks #2 in category Casual Games are easy to learn, simple to play, and have a high replay value that appeals to a broad audience of gamers—particularly women. 10.4mm monthly unique visitors Engages consumers with a unique combination of content that offers a comprehensive review of network and cable programming 13.6mm monthly unique visitors Ranks #2 in category AOL Music is the most popular online music network and engages consumers with a unique compilation of content 23mm monthly unique visitors Ranks #1 in category Gossip, fashion and celebrities, what more could a girl want… AOL has the Escape

15 15 Engaging Mom: Custom integration, franchises and seasonal specials Celebrity Baby Boom Align your brand with consumers who are craving the latest news on the stars experiencing the joys of parenthood. Our users track the hottest baby bumps and maternity wear in Hollywood daily. Immerse your brand among an audience who index high for S;flasd;fksd As;dflks;dflas As;dflks;dfklasd example Further elevate your brand and increase recall and interaction among moms with a custom integrated solution that gives you ownership of top editorial features on AOL

16 16 LEASTMOST TARGETED Come to us with a desired audience that you want to target across Platform-A, or let us help you define your best customer and find more like them. RETARGETINGMODELED CUSTOMER CONTENT & LIFESTYLE TARGETING CUSTOMER/ PROSPECTIVE CUSTOMER DATABASE MATCHING BEHAVIORAL TARGETING DEMO TARGETING Engaging Mom: Multiple targeting options across Platform-A

17 17 Engaging Mom: Parenting Network Contextually target moms online with the Platform-A Parenting Network Vertical Source: comScore Media Metrix, September 2008 Mass reach across the Advertising.com vertical UNIQUE VISITORS 6,027,000 TOTAL PAGES VIEWED 33 million AVG. DAILY VISITORS 271,000 INSIGHT Ad.com vertical is 1.75 times more concentrated than the Internet as a whole in reaching women with children parenting vertical

18 18 Engaging Moms: Behavioral Targeting Precisely target Moms Moms Audience keeps their children’s best interests at the forefront. They want to make sure their kids are healthy, happy, and have all the necessities – from clothes, toys and school supplies. They research everything kid-centric online – from schools, healthcare, parenting techniques and healthy food choices and recipes. Back to School Back to School Apparel Shopper Back to School Computer Shopper Black Voices/Family Chef Black Voices/Women’s Audience Family Chef Family Planner Women Audience Holiday Buff Home Décor Shopper Home Improvement Shopper Moms Audience Moms w/ School Age Kids Moviegoer – Family & Children Sweepstakes Trendy Homemaker Behavioral Targeting Moms based on their online behavior

19 19 Platform-A drives results with moms INSERT CASE STUDY


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