Millennial moms are a key market for brands who are currently undertaking their back to school promotions. This is no surprise — according to reports, around one in five moms is a Millennial, and of the 1.5 million U.S. women who become mothers in the past year, 90 percent of these were Millennials. But how does this new generation of mothers respond to advertising differently from their predecessors?
Compared to the stay at home, full time mothers of generations past, “millennimoms” very much embody the on-the-go lifestyle. They have considerable spending power, as well as busy lives both in the real world and online, where they are likely to be using more social media than older generations — and they’re more likely to be sharing content on these networks too. Influencers and brands using social networks and blogs will be much more important than television and billboards, or even word of mouth for that matter.
There is a tendency among this category to choose brands that align with their values, especially authenticity and social causes. Personalization is important here, as Millennial moms want to feel like the brands they use will treat them — and their children — as individuals. Smaller brands and those that embrace technology are likely to viewed positively by millennimoms, too.
And while they are busy, the smartphone they carry with them means they can be reached easily by marketers. But there seems to be a problem with engagement — some 42 percent of millennimoms don’t think that marketing and advertising is geared towards women like them.
So, it seems that even while marketers are spending 500 percent more to reach millennials than all other groups online, they’re possibly not doing as good a job of it as they should be.
The questions that brands need to be asking themselves revolves around not just messaging, but distribution too — when are the key mobile moments throughout the day when millennial moms can best be targeted to maximize chances of engagement? While generations past would rely on serving ads during specific television programming to target mothers, modern mobile engagement involves reaching moms in their rare moments of quiet, when they may be on their device with or without a clear purpose. Determining these moments when mobile audiences can be best reached relies on a wider breadth of contextual markers from location, to time of day, to weather conditions.
The School Stop
Moms waiting to pick up their kids from school may very well find themselves aimlessly browsing the web on their cellphones. A campaign we recently saw for a cereal brand targeting moms at elementary schools during pickup and drop off saw a 138 percent lift in engagement over the average.
It could be an early morning yoga session or a session at the gym on the elliptical, but it's almost certain to involve the smartphone at some point. Whether it’s aimless scrolling while pumping away on the stationary bike or that quiet moment before aerobics class starts, moms are typically receptive to targeted ads during this time. Sportswear brands in particular can thrive during these moments — a fashion retailer targeting millennials at leisure and entertainment venues saw a lift in engagement of 147 percent over average in a recent campaign.
The Lunch Break
Getting out of the office at lunchtime allows busy moms to take a breather from their busy day and hopefully enjoy the sunshine while they do so. A cosmetics campaign that targeted women enjoying temperatures of 70 degrees or higher increased engagement rates by more than 50 percent on average. Lunchtimes are also a great time for food brands to target as moms could very well be thinking about what they’ll be dishing up for dinner that evening.
After Dinner at Home
After the craziness of family dinner and homework help has died down, and the kids are put to bed, many modern moms use their smartphones to unwind. Roughly 87 percent of Americans use their devices while watching TV. Since this is a very passive usage, it’s a great time to advertise products moms plan for such as toys and school supplies.
Brands need to start thinking about millennial moms as a separate category beyond the standard “women aged 25 to 34” bracket. For the modern mom on the go, mobility is key — more than half of these women make purchases through their smartphones. By considering the contextual parts of her day, advertisers can make an impact by reaching these millennimoms at the right time and right place.
As Chief Operating Officer Gilad is managing Ubimo’s business operations and overseeing business development. A seasoned veteran in the online advertising field, Gilad was previously General Manager of Matomy Media, a global display advertising company, where he oversaw strategy and growth of the company’s operations. Gilad also served as SVP Media of all Matomy group.