Mother’s Day advertising pushes have been in full force before the third largest retail holiday in the U.S. occurs on Sunday. Speaking at the Interactive Advertising Bureau’s annual Digital Content NewFronts insights luncheon on Wednesday, Devra Prywes, svp of marketing and insights at Unruly, offered a few statistics that show digital video may be the way to getting dads to buy a specific brand for the women in their lives.
Compared to other consumers, Prywes said, “Dad is about 20 percent more likely to engage with a digital video ad.” What’s more, she said, fathers are also 52 percent more likely to share a video ad on social networks than other consumer segments.
Prywes also pointed to a study her company ran that compared Procter & Gamble’s “Thank You, Mom” spots from the 2016 Summer Olympics to Dove Men+Care’s “Real Dad Moments” ads. The Dove Men+Care ads proved to be 29 percent more emotional, according to survey participants, than P&G’s. And it appears to be a safe bet that men taking the survey factored heavily into those results.
If marketers do target dads in the next few days before the holiday weekend, they should probably avoid pre-roll ads, as Prywes said that 63 percent of the few thousand consumers her team surveyed stated that they were annoyed by being forced to watch pre-roll. In terms of online activity, she said, Gen Y moms skew toward couponing while dads prefer product research.
“Sixty-five percent rely on mobile phones for shopping,” the Unruly exec said. “You have heard of digital natives, you might want to think of parents as digital captives.”
Millennial parents currently make up a $200 billion market, she added.
“The new ‘It’ crowd is parents,” she said “It used to be [all] millennials.”