SOURCE: Unicast


December 02, 2010 08:00 ET

Unicast Reveals Tips for Holiday Advertising to Prized Demographic on Mom Blogger Sites

Influential Bloggers Surveyed About Trends and Best Practices

AUSTIN, TX--(Marketwire - December 2, 2010) -  According to leading industry research firm eMarketer, 32.3 million moms with children under 18 go online at least once a month. Furthermore, research shows these "Chief Home Officers" make 85% of all brand purchases in the U.S. and it is estimated that in less than 10 years, women will control two-thirds of all consumer wealth, with purchasing power soaring to $40 trillion. Considering this, marketers can't afford to miss out on or make mistakes in reaching out to this demographic. Unicast (, a leader in online interactive rich-media and video advertising solutions, today released its top tips for marketers this holiday season and beyond to increase effectiveness and visibility with key decision-makers in the home, 11.5 million of which are actively taking part in the blogosphere. 

"We understand the importance of appealing to this demographic and are taking strides to work directly with key influencers to determine the best ways to reach these decision makers in an impactful manner," said Bryan Hjelm, VP of product and marketing for Unicast. "We are working closely with publishers, marketers and agencies to help optimize online ad campaigns to inspire meaningful interaction with features like video, discounts and geo-location."

In surveying several influential mom bloggers, Unicast captured their thoughts about online advertising, appropriate content, advertising trends and policies as well as predictions for the holidays in a video here:

Following are Unicast's tips for launching the most effective online ad campaign for household decision makers this holiday season:

1. Do not overlook the value of marketing to moms online. Moms in particular tend to do more activities online than women without children, including listen to music (62% moms vs. 42% women without children), watch TV or movies (56% vs. 46%) and look up entertainment options (60% vs. 40%) (per Unicast 2010 "What Women Want From the Web Report"). This means there is that much more opportunity for them to see your ad.
2. Understand the unique publisher of your ad. Because a lot of ads are done directly by the blogger, it takes a bit more effort than just using a network. Although there are some mom-specific ad networks out there, 91% of mommy bloggers sell ads on their sites, and 40% report self-powering them. Linsey Knerl of tries to use affiliate programs and other advertising sources to generate more interest and increase click-through conversion rates.
3. Create an experience versus a sales pitch. Women are hungry for content that they can relate to, and a lot of advertisers have become smarter about producing content that brings readers to a branded experience not just a sales pitch for a product. For example, Heather Flett of suggests if a marketer approaches a site like hers directly, they might be open to including a more integrated campaign including content within editorial space, which is clearly marked as sponsored content.
4. Ask "Why?" and "What?" All too often, marketers don't consider the reasons moms actually come online when they develop their campaigns. But, "why" has a huge impact on "what" and "where" an ad should run. What women do online (per Unicast 2010 "What Women Want From the Web Report"):

  • 76% plan to connect with friends and family
  • 67% will keep up with news
  • 64% plan to shop for sales/compare prices
  • 59% intend to entertain themselves (play games, listen to music or watch TV/movies) 
  • 48% will research travel/vacations

5. Target with care. Heather Flett of notes moms especially appreciate when ads are targeted correctly. When reaching moms at the appropriate time with the appropriate content, they are much more likely to click-through.
6. Offer incentives. Moms are still in a tough economic environment so now more than ever they are looking for discounts, sales, free shipping offers and giveaways for holiday products that don't break the budget. Offer these incentives and promotions so that they are more attractive.
7. Prime your audience for engagement and interaction. Women notice ads for items they're already interested in, but positioning and first reactions are key. Erin Taylor of notes that eye-catching and interactive ads are a tried and true trend. In a survey of moms that read mom blogs, the top five descriptions for their favorite blogs were "budget oriented, informative, humorous, relatable and fast to read," according to eMarketer. Marketers will work to create ads that would be similarly described.
8. Consider realistic timing. Know when moms will be in the height of the season to notice your online ad. For example, while Back-to-School and Black Friday are highlighted shopping seasons and designated days with deep discounts as a driver, don't forget most shoppers will buy closer to the holidays.

About Unicast:
Unicast is a pioneer and leader in online interactive rich media and video advertising creation and management offering Internet marketing and online advertising solutions through the powerful combination of its proprietary visualization technology and a full range of campaign optimization services. Unicast's technology and advertising services solutions are powering some of the world's most esteemed brands globally. Unicast is a proud member of the DG family of companies. More information on Unicast can be found at

About DG:
DG provides innovative technology-based solutions to the advertising, broadcast and publishing industries. The company serves more than 5,000 advertisers and agencies through a media distribution network of more than 28,000 radio, television, print and Web publishing destinations throughout the United States, Canada and Europe. DG utilizes satellite and internet transmission technologies, creative and production resources, digital asset management and syndication services that enable advertisers and agencies to work faster, smarter and more competitively. Through its Unicast, SourceEcreative, Treehouse and Springbox operating units, DG extends its benchmark of excellence to a wide roster of services ranging from custom rich media solutions and interactive marketing to direct response marketing and global creative intelligence. For more information, visit

Contact Information

  • Media Contact
    Rachel Mock
    Atomic PR, Los Angeles
    P: 323-648-5428
    E: Email Contact

    Unicast Contact
    Ellen Durbin
    Senior Marketing Manager
    P: 512-354-3154
    E: Email Contact