Who’s Your Audience: Father’s Day

3 Min Read

The Father’s Day frenzy is here—but don’t leave your campaign planning to the last minute, because you’ll be leaving a lot of money on the table. Keep in mind that dad’s day won’t be a dampener this year, since the macro trends (and dollar signs) are pointing up. Let us set the scene for you: Americans are beginning to spend again, with 51 percent of consumers desiring to splurge and indulge. Millennials, who also happen to be the biggest historical spenders during Father’s Day, will continue to outpace other generations across most categories (yes, even experiential ones, which happen to be a booming vertical too). Oh, and we’ve seen ecommerce accelerate like no other. 

All the meanwhile, the backdrop of inflation continues to play in the background— but it’s not all doom and gloom as we see glimpses of opportunity, if you know where to look. Price sensitive customers are causing the walls of brand loyalty to come crumbling down, which means you as an advertiser need to work twice as hard to keep your customers engaged and coming back. The best place to start is to review and refine your audience targeting strategy.

Scroll down below to view a few unconventional audience segments that you might not have considered, for your upcoming Father’s Day marketing. 

Audience Name: Self-Help and Relaxation

Audience Provider: LBDigital

Why they’re valuable: It’s time to shift gender stereotypes about the modern-dad man and dad—they’re looking for self-care practices, too.

Audience Name: Florists & Flower Gifts

Audience Provider: Experian

Why they’re valuable: We told you bromance isn’t dead—and who said flowers were only for moms? Many brands are encouraging men to send gifts to those plant dads out there as an act of kindness.

Audience Name: Vacation/Leisure Travelers: Summer Trips

Audience Provider: Experian

Why they’re valuable: Father’s Day coincides with the summer season—so why not get the best of both worlds and jetset away?

Audience Name: Stay at Home Parents

Audience Provider: AdAdvisor by Neustar

Why are they valuable: In the spirit of debunking stereotypes, stay-at-home moms and dads account for about 1 in 5 US parents, with the share of stay-at-home dads continuing to rise.

Audience Name: Brand Loyalists

Audience Provider: TrueTouch

Why they’re valuable: Be prepared to hold on tight to your loyal customers—a study by McKinsey revealed that 75 percent of consumers have tried new shopping behaviors, citing convenience and value as king.

If you’d like us to feature a specific area, send us your suggestions at audiences@mountain.com and we might feature them in an upcoming edition.

• Related: Learn more about CTV advertising.