The

APPMomHAPPY

#M2W @Womens_Mktg

Who Is

MOM? Today’s1/3 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

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

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Mobile Apps Are Indispensable

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* 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

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HER GO-TO

APPS MobileMobile Essentials Include

Games52%

Banking43%

Weather47% Retail

34%Social45%

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%

5Source: MRI Fall 2015 (Target W18-34; Has children); comScore 2016 (Target: W18-34; Has children)

THEY MAKE her lifeEasier

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App Happy: Reaching Her on Mobile Apps

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Case Study

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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)

Key

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Takeaways

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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

THANKYouAndrea Van Dam,CEOWomen’s Marketing, Inc.avandam@womensmarketing.com