Discover how moms are using mobile apps to organize her day, connect with friends, and simplify her life!

1. The
APP
Mom
HAPPY
#M2W @Womens_Mktg

2. Who Is
MOM?
Today’s
1/3 of all U.S. moms are 35 and under
She’s coordinating the household and making or influencing
95% of all purchasing decisions
43% of moms work full time, 15% work part time
Her smart phone allows her to be instantly accessible
so, mobile is a good fit for her on-the-go lifestyle
Sources: Edison Research, Moms & Media 2015, SheKnows Femvertising Study 1

3. More than 88% of U.S. Moms
Own a Smart Phone
For today’s busy moms, the smart phone has emerged
as an indispensable tool for staying in touch with
family and friends, researching and shopping for her
favorite products, and organizing her day
2

4. Mobile Apps Are Indispensable
3

5. * 62% of all
digital media time
is now spent in mobile
* 54% of mobile time
is spent in apps
Source: comScore Media Metrix MP and Mobile Metrix, U.S.,
Total Audience, June 2015
4

6. HER GO-TO
APPS
Mobile Mobile Essentials Include
Games
52%
Banking
43%
Weather
47% Retail
34%
Social
45%
Mobile web and apps work in tandem as traffic and
awareness drivers. The apps serve as a springboard into
the deeper content experience available on the mobile site,
or even on desktop.
Facebook 89%
Facebook Messenger 80%
YouTube 80%
Pandora 69%
Instagram 61%
Google Maps 55%
Pinterest 54%
Gmail 53%
Amazon 47%
Snapchat 44%
Netflix 33%
Twitter 30%
Weather Channel 27%
5
Source: MRI Fall 2015 (Target W18-34; Has children); comScore 2016 (Target: W18-34; Has children)

7. THEY MAKE
her life
Easier
6

8. App Happy: Reaching Her on
Mobile Apps
7

9. Case
Study
8
CAMPAIGN GOALS
Generate awareness of Foreo’s Luna and Issa products to drive consumers into Sephora
and other department store retailers to purchase. Consumers were targeted through
hyperlocal in-store targeting and retargeting of shoppers, 3rd party DLX behavioral
targeting of spa mavens & beauty buyers, and contextual targeting of beauty, health and
tech apps/sites. Rich media expandable banner ads were delivered that clicked through
to a store locator.
KEY HIGHLIGHTS & INSIGHTS
∙ CPA $3.61 – 2% of the $169 Luna retail price
∙ Overall CTR more than 2x the industry average
∙ DLX and contextual targeting received increasing engagement as campaign continued
throughout the flight
∙ DLX Targeting – 0.98% CTR (nearly 3x the industry average)
∙ Contextual Targeting – an impressive 1.80% (more than 5x the industry average)

10. Key
1.
2.
3.
4.
Takeaways
9
Moms spend the majority of mobile time in apps
Moms rely on apps to simplify her life. Content delivered in
apps is tailored to her interests and lifestyle. Therefore,
in-app ads are more likely to be viewed as valuable
Ads that empathize with her and speak authentically to
universal truths will engage her
Understand the difficulties she is experiencing and offer
solutions at the moment of engagement

11. THANK
You
Andrea Van Dam,CEO
Women’s Marketing, Inc.
avandam@womensmarketing.com