Mother’s and Father’s Day: Capitalizing on Context & Investigating Impact

Mother’s and Father’s Day are quickly approaching (and it’s okay if you needed the reminder). As consumers gear up to find the perfect gift for Mom and Dad, ads play a major role in brand perception and even purchase decisions during this time.

With consumer purchase decisions on the line, it’s critical that your ads land in the right place.

In our latest research, we surveyed U.S Mother’s and Father’s Day shoppers, investigating how they perceive and interact with ads leading up to the celebrations. Diving deeper, we conducted an experiment exploring consumers perceptions of brands that place Mothers Day and Fathers Day ads next to neutral or negative contextually relevant content, showing the value of smarter ad placement.

Here’s a sneak peek at what we found:

• 52% of Mother’s and Father’s Day shoppers find online ads helpful for finding products or promotions that match their needs and budget
• +75% lift in favorability for ads placed alongside related neutral content
• +10x surge in impression rates for Mothers and Fathers Day segments during holiday months

Learn what consumers are actually thinking to level up your targeting strategies this Mother’s Day and Father’s Day. Download the research now for more.