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    2021 Performance TV Mother’s Day Guide

    Bring Direct-Response Performance to
    Connected TV.

    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.

    What did Mother’s Day 2020 look like for Performance TV advertisers?

    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

    • 4/11
    • 4/13
    • 4/15
    • 4/17
    • 4/19
    • 4/21
    • 4/23
    • 4/25
    • 4/27
    • 4/29
    • 5/01
    • 5/03
    • 5/07
    • 5/09
    • Mother's Day

    Advertisers saw better return
    on ad spend

    Average ROAS in 2020

    • $$$
    • $$
    • $
    • 4/11
    • 4/13
    • 4/15
    • 4/17
    • 4/19
    • 4/21
    • 4/23
    • 4/25
    • 4/27
    • 4/29
    • 5/01
    • 5/03
    • 5/07
    • 5/09
    • Mother's Day

    Sales and efficiency increased

    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

    What other Mother’s Day consumer trends should you keep an eye on?

    Check out the full guide for an in-depth look.

    Download the Full Guide

    What about
    this year?

    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

    Here’s how to add Performance TV to your Mother’s Day strategy

    01

    Use a full funnel strategy to drive conversions

    02

    Set up prospecting to reach high intent shoppers

    03

    Launch retargeting to bring them back to convert

    04

    Track your performance and watch the conversions roll in

    Sounds easy, right? It is.

    Now let’s dive into the specifics.

    First up: Prospecting campaigns

    Step One

    Start early

    Give your prospecting campaign time to generate touchpoints—launch your campaign April 1st or earlier.

    March 2021

    Step Two

    Pick your goal

    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.

    • ROAS | Pick this to drive shoppers to your site that convert and spend big.
    • eCPA | Use this to drive conversions and site visits at an efficient rate.

    09/25/21

    10/25/21

    Step Three

    Target high-intent shoppers

    Focus on valuable audiences eager to buy. What do those shoppers look like?

    1. They’re interested in your products or services
    2. They’ve exhibited past Mother’s Day purchasing behavior
    3. They are currently in-market or have purchase intent

    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.

    Audience Profiles

    Gifts for Mom

    This group picks up a present for mom now and then.

    In-Market

    Mother's Day Gifts

    An audience full of likely Mother’s Day shoppers.

    Step Four

    Deploy direct-response ads

    Want to drive conversions and revenue? Tell your audience what to do, and where to go.

    1. Include a persistent URL in your ad
    2. End your ad with a visual and audible CTA

    Performance TV advertisers who followed these guidelines saw better ad response than those who did not.

    • 32% higher average visit rate
    • 48% lower cost per visit

    We’ve packed the full 2021 Performance TV Mother’s Day Guide with even more tips and best practices for prospecting—get your copy now.

    Get the Full Guide

    Next up: Launch retargeting to drive even more conversions

    It’s time to keep shoppers engaged and sweep up more sales.

    Step One

    Start 2-3 weeks out

    Launch your retargeting campaign a few weeks before the holiday.

    • Prospecting
    • Retargeting
    March 2021
    April 2021
    May 2021

    Step Two

    Pick your performance goal

    Your sole aim is to earn conversions—pick a goal that aligns to your needs.

    • ROAS | Pick this to drive conversions and efficiently maximize your revenue return.
    • eCPA | Use this to drive as many conversions as possible at an efficient ad spend.

    Step Three

    Target using on-site behavior

    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:

    • Multiple or frequent site visits
    • High number of viewed pages
    • Viewed high-price products
    • Items added to their cart
    Include or Exclude 1st Party Audiences

    Step Four

    Deploy direct-response ads

    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.


    Need more retargeting tips and tricks? Download the full guide and see what you need to succeed.

    Get the Full Guide

    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.

    Extend your audience with Performance TV


    Every campaign automatically serves related display ads on web and mobile, bringing your brand’s message to every device in the household.

    Measure performance any way you want


    Build countless custom reporting dashboards to track the metrics that matter most, and measure success alongside other channels in Google Analytics.

    Get started on Performance TV

    Make it easy to drive conversions and revenue this Mother’s Day, Father’s Day, or any other day.

    Fill out the form to speak to an expert and get started.

      We recommend a starting budget of over $10,000 to generate optimal campaign performance.

      This site is protected by reCAPTCHA and the Google Privacy Policy and Terms of Service apply.