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2021 Performance TV Mother’s Day Guide
Bring Direct-Response Performance to
Connected TV.
Mother’s Day is right around the corner, and that means millions of shoppers will be looking for the perfect gift for mom. We’ve mapped out exactly how and why it’s the right time to leverage Performance TV to drive conversions, revenue, and more—let’s dive in.
Download the Full GuideFirst things first, let's look at last year’s trends
The runup to Mother’s Day 2020 coincided with the early days of COVID-19. With economic uncertainty looming, advertisers tried to find a way to maximize the return on their ad budgets.
↓What did Mother’s Day 2020 look like for Performance TV advertisers?
It was a turbulent time, but Performance TV campaigns still made an impact.
Conversions rose as
the holiday approached
Average Number of Conversions in 2020
- 4/11
- 4/13
- 4/15
- 4/17
- 4/19
- 4/21
- 4/23
- 4/25
- 4/27
- 4/29
- 5/01
- 5/03
- 5/07
- 5/09
- Mother's Day
Advertisers saw better return
on ad spend
Average ROAS in 2020
- $$$
- $$
- $
- 4/11
- 4/13
- 4/15
- 4/17
- 4/19
- 4/21
- 4/23
- 4/25
- 4/27
- 4/29
- 5/01
- 5/03
- 5/07
- 5/09
- Mother's Day
Sales and efficiency increased
Conversions and return on ad spend (ROAS) climbed significantly in the 30 day stretch before Mother’s Day. Compared to the previous 30 days (March 13 - April 10)...
Conversions rose 150%
ROAS climbed 81% higher
What other Mother’s Day consumer trends should you keep an eye on?
Check out the full guide for an in-depth look.
Download the Full GuideWhat about
this year?
Performance TV advertisers ended 2020 with plenty of momentum, posting impressive year-over-year performance growth.
This year is poised to see that same momentum when it comes to conversions, revenue, and more.
Revenue increased 208%
Average ROAS jumped 21%
Cost per visits dropped 23% on average
Here’s how to add Performance TV to your Mother’s Day strategy
01
Use a full funnel strategy to drive conversions
02
Set up prospecting to reach high intent shoppers
03
Launch retargeting to bring them back to convert
04
Track your performance and watch the conversions roll in
Sounds easy, right? It is.
Now let’s dive into the specifics.
First up: Prospecting campaigns
↓Step One
Start early
Give your prospecting campaign time to generate touchpoints—launch your campaign April 1st or earlier.
Step Two
Pick your goal
Don’t settle for just counting new site visitors. Pick a goal that helps track your campaign’s conversion success, and Performance TV will use your goal to automatically optimize your campaign.
- ROAS | Pick this to drive shoppers to your site that convert and spend big.
- eCPA | Use this to drive conversions and site visits at an efficient rate.
04/16/21
05/16/21
Step Three
Target high-intent shoppers
Focus on valuable audiences eager to buy. What do those shoppers look like?
- They’re interested in your products or services
- They’ve exhibited past Mother’s Day purchasing behavior
- They are currently in-market or have purchase intent
Performance TV is fully integrated with Oracle Data Cloud, giving you access to tens of thousands of audience segments at no additional cost. Here’s a sample of who you can reach.
Top Tier Spenders
Mother's Day Shoppers
These shoppers spend big on mom every year.
Audience Profiles
Gifts for Mom
This group picks up a present for mom now and then.
In-Market
Mother's Day Gifts
An audience full of likely Mother’s Day shoppers.
Step Four
Deploy direct-response ads
Want to drive conversions and revenue? Tell your audience what to do, and where to go.
- Include a persistent URL in your ad
- End your ad with a visual and audible CTA
Performance TV advertisers who followed these guidelines saw better ad response than those who did not.
- 32% higher average visit rate
- 48% lower cost per visit
We’ve packed the full 2021 Performance TV Mother’s Day Guide with even more tips and best practices for prospecting—get your copy now.
Get the Full GuideNext up: Launch retargeting to drive even more conversions
It’s time to keep shoppers engaged and sweep up more sales.
↓Step One
Start 2-3 weeks out
Launch your retargeting campaign a few weeks before the holiday.
- Prospecting
- Retargeting
Step Two
Pick your performance goal
Your sole aim is to earn conversions—pick a goal that aligns to your needs.
- ROAS | Pick this to drive conversions and efficiently maximize your revenue return.
- eCPA | Use this to drive as many conversions as possible at an efficient ad spend.
Step Three
Target using on-site behavior
Segment your visitors based on the actions they took while on your site. The higher intent they showed, the better.
Shopper behaviors to look out for:
- Multiple or frequent site visits
- High number of viewed pages
- Viewed high-price products
- Items added to their cart
Step Four
Deploy direct-response ads
Yes, it’s the same advice as prospecting creative. But that’s because it works.
Try including a special discount code or promo along with your persistent URL and CTA. It could be the extra nudge they need to convert.
Need more retargeting tips and tricks? Download the full guide and see what you need to succeed.
Get the Full GuidePerformance TV goes beyond just Connected TV
You not only reach shoppers streaming top-tier CTV networks, you deliver omni-channel ads that cover the entire household—all with measurement that covers every facet of your success.
Extend your audience with Performance TV
Every campaign automatically serves related display ads on web and mobile, bringing your brand’s message to every device in the household.
Measure performance any way you want
Build countless custom reporting dashboards to track the metrics that matter most, and measure success alongside other channels in Google Analytics.
Get started on Performance TV
Make it easy to drive conversions and revenue this Mother’s Day, Father’s Day, or any other day.
Fill out the form to speak to an expert and get started.