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2021 Performance TV Mother’s Day Guide
Bring Direct-Response Performance to
Mother’s Day is right around the corner, and that means millions of shoppers will be looking for the perfect gift for mom. We’ve mapped out exactly how and why it’s the right time to leverage Performance TV to drive conversions, revenue, and more—let’s dive in.Download the Full Guide
First things first, let's look at last year’s trends
The runup to Mother’s Day 2020 coincided with the early days of COVID-19. With economic uncertainty looming, advertisers tried to find a way to maximize the return on their ad budgets.↓
It was a turbulent time, but Performance TV campaigns still made an impact.
Conversions rose as
the holiday approached
Average Number of Conversions in 2020
Advertisers saw better return
on ad spend
Average ROAS in 2020
Conversions and return on ad spend (ROAS) climbed significantly in the 30 day stretch before Mother’s Day. Compared to the previous 30 days (March 13 - April 10)...
Conversions rose 150%
ROAS climbed 81% higher
Performance TV advertisers ended 2020 with plenty of momentum, posting impressive year-over-year performance growth.
This year is poised to see that same momentum when it comes to conversions, revenue, and more.
Revenue increased 208%
Average ROAS jumped 21%
Cost per visits dropped 23% on average
Use a full funnel strategy to drive conversions
Set up prospecting to reach high intent shoppers
Launch retargeting to bring them back to convert
Track your performance and watch the conversions roll in
Now let’s dive into the specifics.
First up: Prospecting campaigns↓
Give your prospecting campaign time to generate touchpoints—launch your campaign April 1st or earlier.
Don’t settle for just counting new site visitors. Pick a goal that helps track your campaign’s conversion success, and Performance TV will use your goal to automatically optimize your campaign.
Focus on valuable audiences eager to buy. What do those shoppers look like?
Performance TV is fully integrated with Oracle Data Cloud, giving you access to tens of thousands of audience segments at no additional cost. Here’s a sample of who you can reach.
Top Tier Spenders
Mother's Day Shoppers
These shoppers spend big on mom every year.
Gifts for Mom
This group picks up a present for mom now and then.
Mother's Day Gifts
An audience full of likely Mother’s Day shoppers.
Want to drive conversions and revenue? Tell your audience what to do, and where to go.
Performance TV advertisers who followed these guidelines saw better ad response than those who did not.
Next up: Launch retargeting to drive even more conversions
It’s time to keep shoppers engaged and sweep up more sales.↓
Launch your retargeting campaign a few weeks before the holiday.
Your sole aim is to earn conversions—pick a goal that aligns to your needs.
Segment your visitors based on the actions they took while on your site. The higher intent they showed, the better.
Shopper behaviors to look out for:
Yes, it’s the same advice as prospecting creative. But that’s because it works.
Try including a special discount code or promo along with your persistent URL and CTA. It could be the extra nudge they need to convert.
Performance TV goes beyond just Connected TV
You not only reach shoppers streaming top-tier CTV networks, you deliver omni-channel ads that cover the entire household—all with measurement that covers every facet of your success.
Every campaign automatically serves related display ads on web and mobile, bringing your brand’s message to every device in the household.
Build countless custom reporting dashboards to track the metrics that matter most, and measure success alongside other channels in Google Analytics.