Eyeota and Grapeshot teamed up to build industry-leading audience segments of users engaged with parenting-related content. Giving brands a better understanding of key attributes and how to target parent content.

1. Reach parents using audience insights
Eyeota and Grapeshot teamed up to build industry-leading audience segments of users engaged with
parenting-related content. Giving brands a better understanding of key attributes and how to target
parent content.
Eyeota
Insights
Parents are continuously in high demand among advertisers
Australia, United Kingdom,
United States
Top 3 markets with high demand
for parent-related segments:
grew 4x
from 2015 to 2017
The number of digital
campaigns targeting parents
steady increase
in demand month on month
(Source: Grapeshot)
Real-time contextual targeting for
parenting keywords saw a
Factors to Consider When Targeting Parents
Age The age of their children is a demarcating factor. For example, we found that parents of young children
have different passion points and interests from parents of teenagers
#1
Supermarkets
#2
Government
Organizations
#3
Drug Stores
& OTC
#4
Auto Parts
#5
Apparel
New Parents
Food Enthusiasts
Supercenter Buyers
Zoo Visitors
More
likely
to be
3.2x
1.3x
1.2x
1.3x
Parents with young children.......... ............are mostly targeted by
Parents with teenagers............. .............are mostly targeted by
Luxury Goods Buyers
Home & Garden Buyers
into Healthcare
into Cultural Arts
More
likely
to be
1.3x
1.3x
1.2x
1.3x
#1
Mobile Service
Providers
#2
Beauty & Personal
Care brands
#3
Sports
Retailers
#4
Packaged Food
#5
Retailers
Auto-fanatic parents.............. .............are mostly targeted by
Parents are differentiated by their hobbies and interests, which play a role in
how they respond to different brandsHobbies & Interests
Phones & Accessories
Digital Games
News
TV Programs
More
likely
to be
into
2.8x
2.3x
1.6x
2.2x
#4
Insurance
#5
Auto Parts
#2
Government
Organizations
#1
Commercial
Vehicles
#3
CPG/FMCG
Blogging parents............... .............are mostly targeted by
Social Media
Phones & Accessories
News
TV Programs
More
likely
to be
into
5x
2.1x
1.7x
1.8x
#4
Commercial
Banking
#5
Food &
Beverage
#1
Government
Organizations
#2
CPG/FMCG
#3
Electronics
& Computers
Health-conscious parents........... .............are mostly targeted by
Financial Services
Food
Computers
Travel
More
likely
to be
into
2x
1.9x
1.8x
1.9x
#4
Government
Organizations
#5
Insurance
#1
Supermarkets
#2
CPG/FMCG
#3
Drug Stores
& OTC
Sports-loving parents........... .............are mostly targeted by
Financial Services
Music
Home & Garden
Travel
More
likely
to be
into
1.8x
1.7x
1.6x
1.7x
#4
Drug Stores
& OTC
#5
Commercial
Vehicles
#1
Supermarkets
#2
CPG/FMCG
#3
Government
Organizations
Parents Audience Data Cheat Sheet
How do parents differ from non-parents?
5.4x
healthy living
more likely to be into
5.2x
beauty
more likely to be into
5x
shopping
more likely to be into
5x
food
more likely to be into
3.6x
entertainment
more likely to be into
3.6x
sports
more likely to be into
Q1 Q2 Q3 Q4 Q1 2017
50% increase
in number of
impressions targeting
parent-related segments
(Source: Grapeshot)
Young children are defined as ages 0-3 and teenagers as
16-18. Parental attributes are compared to parents in general.
Parental attributes are compared to parents in general.
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billion unique profiles across Europe, Asia-Pacific and the Americas.
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How to reach parents
Demographic – Lifestyle – With
Children / Kids / Mothers
Grapeshot – Reach – Family
Grapeshot – Family – Children
Grapeshot – Reach – Auto
Grapeshot – Auto – Family
Intent – Auto Buyers
Interest – Auto Enthusiasts/Auto
Owners
Experian – Reach – Mosaic –
Type – D15 Sports Utility Families
Auto-Fanatics
Interest – Tech Enthusiasts
Grapeshot – Reach – Tech
Grapeshot – Reach – Entertainment
Interest – Travel Enthusiasts
Grapeshot – Tech – Social Media
Interest – Entertainment – Blogs
and Social Media
Business / B2B – Interest –
Communications Technology
Bloggers
Interest – Sports / Health and Fitness
Grapeshot – Reach – Sport / Health
Grapeshot – Health – Exercise
Grapeshot – Sport – Soccer / Rugby / Basketball / NFL
Intent – Shopping – Sports and Outdoors
Grapeshot – Events
Seasonal – Sport Events
Interest – Sports – Athletics / Football / Soccer / Basketball
Sports-Lover
Parents are an engaged audience
Food
CPG/FMCG
Government
Tech
Retail
Education
Entertainment
Finance
NonProfit
Travel
Health
Ecommerce
HeavyEquipment
Communication
Auto
Overall CTR for parent segments was
13% higher than the average CTR for all segments
Average CTR by advertiser vertical when
targeting parenting contextual keywords
(Source: Grapeshot)
Interest – Health and Fitness
Grapeshot – Reach – Health Intent – Financial Intent – Insurance
Grapeshot – Health – Diet / Exercise Grapeshot – Health – Alternative
Interest – Health and Fitness – Fitness and Gym Experian – Reach – Group – B Flourishing Families
Health-Conscious Combine parenting segments with
hobbies & interests for targeted reach
Demand for parenting-related segments by advertiser sector
25%, Retail
Driven by Supermarkets
(15% of total demand)
and Apparel
10%, Pharma &
Healthcare
3.4x Q1 YoY growth from
Drug Stores & OTC
7%, Automotive
1.7x Q1 YoY growth from Commercial Vehicles
7%, Finance
3.2x Q1 YoY growth
7%, CPG/FMCG
1.5x Q1 YoY growth