1、Last years Fathers Day saw the biggest increase in expenditure over the past four years,with spending breaking a new record of$20 billion,and per person spending hitting new highs.Take a scroll through our annual guide where we celebrate all things Fathers Day,including the latest trends,campaign ta

2、keaways and who knowsmaybe a dad joke or three.Your Performance TV Guide toFathers Day.Move over mom,dad is also the word this year.The National Retail Federations annual study revealed that three-quarters of the US population celebrated Fathers Day last year,which is consistent with the past two ye

3、ars.But theyre a lot more generous with their wallets,as shoppers spent an average of$174 per personthats$26 more than the previous year and a new record.Not to mention,almost half of consumers(45%)put a lot more thought into gifting something unique or special.Like Mothers Day,the meaning of celebr

4、ating dad goes beyond biological linesthink father figures like mentors or godfathers.Just as Fathers Day is special to consumers,its also a cause for celebration for advertisers looking to connect with customers(or reach new ones),build brand awareness and ultimately drive sales.Continue reading as

5、 we explore how to achieve all of the above with MNTN Performance TV.Introduction.YOUR PERFORMANCE TV GUIDE TO FATHERS DAY 3The chart below illustrates the true impact of Fathers Day last year,and anticipates the trend for years to come,as we saw an exponential increase in total expenditure from 202

6、0 to 2021 by over 18%.What Was the Ding Dong Diddly Deal Last Year?Were not only seeing total expenditure soaringper person spending is on the rise by over 17%.This is the highest jump since 2017.YOUR PERFORMANCE TV GUIDE TO FATHERS DAY 4How does this compare with our MNTN Performance TV data over F

7、athers Day last year?Keep reading to find out.What Was the Ding Dong Diddly Deal Last Year?YOUR PERFORMANCE TV GUIDE TO FATHERS DAY 5Additionally,the revenue trend lasted well into the summer months,signaling the importance of having a game plan after Fathers Day ends.Equipping your campaigns with s

8、ummer ready creative is a sure fire way of keeping your campaign engine running,and reaping the rewards as we head into summer.MNTN Performance TV Fueled Fathers Day Growth.Last-Minute=Last Years Theme If we had one word to describe consumer activity over Fathers Day last year,its last minute.We cha

9、rted revenue growth across key verticals in the weeks leading up to,and after Fathers Day and saw percentage growth in revenue almost doubled the week after Fathers Day.Make sure you keep your campaigns running after Fathers Day to take advantage of the uptick in conversions and revenue.YOUR PERFORM

10、ANCE TV GUIDE TO FATHERS DAY 6Dont Slow Down the Ad Spend Did advertisers leave money on the table last year?Most definitely.If we look at the relation between ad spend and revenue from the start of June through mid-July,advertisers pulled back on the ad spend after Fathers Day.While we still see re

11、venue increasing as a result of thisa true testament to MNTN Performance TVs efficacythis revenue jump had an opportunity to climb even higher had advertisers ramped up their ad spend.YOUR PERFORMANCE TV GUIDE TO FATHERS DAY 7Generationally,millennials aged 25-34 made up the majority of consumers pl

12、anning to celebrate Fathers Day,but it was the older millennials(35-44)who were spending the most on dad,at an average of$258.56 per person.Your Fathers DayShopper Profile.Weve shared the trends and learnings from last yearnow is the time to structure your campaigns for optimal success this year,sta

13、rting with refining your audience.Both genders equally celebrated Fathers Day,skewing slightly towards males(78%males versus 73%females).However,males spent significantly more(48%)than females.YOUR PERFORMANCE TV GUIDE TO FATHERS DAY 8This same group also put in a lot more thought into their purchas

14、es,with almost half of them purchasing experiences,rather than tangible products.YOUR PERFORMANCE TV GUIDE TO FATHERS DAY 9A prestige watch brand wanted to maximize site traffic and revenue around one of their key selling periods of the yearFathers Day.The brand partnered with MNTN Performance TV to

15、 drive Connected TV prospecting ads to in-market audiences including holiday watch shoppers,and high-spending customers.These ads featured product-focused,lifestyle creative aligned with this audience.Since these audiences were already integrated into the MNTN platform,the brand was able to test thi

16、s strategy without incurring additional costs.A Top Watch Brand.CASE STUDY SPOTLIGHTThe Results2.6X72%Visit RateCost Per VisitYOUR PERFORMANCE TV GUIDE TO FATHERS DAY 10Savvier Fathers Day Advertising Starts Here.Timing&BudgetStart your prospecting campaign 3-6 weeks out to generate a large site vis

17、itor pool.We recommend weighting 60%-90%of your budget on upper-funnel campaigns to start,to widen your audience pool.Set aside 10%-40%of your budget for lower-funnel campaign efforts,like retargeting,to re-engage your audiences.We recommend launching one to two to weeks out and keep these on at lea

18、st a month afterward to capture those high-intent summer audiences.Capitalize on these learnings with these key considerations when setting up your Fathers Day campaign strategyfrom specific audiences,how to deliver a strong prospecting or retargeting campaign,and creative.30060705091011080102040506

19、0708010902293031JuneJulyMayPROSPECTINGRETARGETINGFATHERS DAY131412161718152021192324252227282629080910111213141516171819202122232425262728030403111213141516101819202122231725262728293024*Note:31 days in July.YOUR PERFORMANCE TV GUIDE TO FATHERS DAY 11Savvier Fathers Day Advertising Starts Here.Prosp

20、ecting and Retargeting Balancing the dance between prospecting and retargeting is key to any successful Connected TV campaign.Serve prospecting campaigns to attract new,in-market audiences,followed by retargeting campaigns to your current customers and the audiences that you have brought into the fu

21、nnel through your prospecting campaigns.Analyze your past Fathers Day performance datafor example,which audiences converted,what products were they interested in,and when did they last convert?Based on these findings,use MNTN Performance TV retargeting to retarget those customers who have already ex

22、hibited interest in your brand.You can even use MNTNs CRM upload function and serve CTV ads to your own customer email database.AudiencesWe get it,performance marketers are stretched for timewhich is why weve done the hard work and pulled together a few audience segments that you can apply to your c

23、ampaigns for Fathers Day.The skys the limit though,as you can access these and 80,000+more audience segments via MNTNs integration with Oracle Data Cloud.01 Fathers Day Shoppers:A must-have in every Fathers Day campaigntarget those shoppers who celebrate dads day like its never out of style.Search t

24、erm:“Fathers Day.”Cuebiq Geo-behavioral Audience Seasonal Fathers Day ShoppersAffinity Answers Events Fathers DayZipline US Data AmeriLINK Consumer Buying Behavior Seasonal Audiences Fathers DayYOUR PERFORMANCE TV GUIDE TO FATHERS DAY 12Savvier Fathers Day Advertising Starts Here.02 Millennials:This

25、 generation are most likely to celebrate Fathers Day and spend big,too.Search terms:“Millennials”and“Gen Y”.Datalogix DLX Demographics Generations MillennialsIXI Household Income(HHI)Income 360 Millennials-Income Range More than$100,000AdAdvisor by Neustar Demographics Generations Millennials(Gen Y)

26、04 Top Performing Verticals:Besides greeting cards,custom experiences,clothing and gift cards were the top performing categories during Fathers Day last year.Search terms:“Personalized”,“Mens apparel”,“Gift cards”.ShareThis Shopping Gifts&Special Event Items Custom&Personalized ItemsMasterCard Top T

27、ier Spender Seasonal Fathers Day Shopper-Mens ApparelConsumer Packaged Goods(CPG)Gifts Gift Cards03 All Types of Dads:The work smart,not hard adage also applies to Fathers Day because sometimes you just want to cut to the chase and let dad pick out his own gift.Search term:“Dad”.Lotame Advanced Demo

28、graphics Declared Parents Declared DadsExperian Lifestyle and Interests Lifestyles Digital DadsComscore TV Personas Holiday Online Shopper-DadsYOUR PERFORMANCE TV GUIDE TO FATHERS DAY 13Savvier Fathers Day Advertising Starts Here.Creative,Messaging and MoreSo,youve set up your prospecting and retarg

29、eting campaigns.Perfecting your message and creative is the last(but undeniably most important)piece of the pie.After all,you cant sell anything if you cant tell anything.Make sure your creative includes all of the following elements:A clear call-to-action.This applies both in your voiceover and cop

30、y.01Your company or brands URL.02Storytelling should remain consistentso should your ad creative.Stick to similar messaging and color scheme across channels,especially as youre utilizing MNTNs Multi-Touch feature.03Think aheadour performance data showed that Fathers Day shoppers spent well into the

31、summer months.This is a great opportunity to not only get your summer creative ready in advance,but even experiment with Fathers Day messaging that appeals to summer audiences.Leveraging MNTNs Creative-as-a-Subscription is ideal for advertisers with ongoing creative needs,which you can test,iterate

32、and experiment with throughout the year.04Learn why Connected TV is the industrys newest and fastest growing performancemarketing channel.Win Over Shoppers(And Dad)This Fathers Day With MNTN Performance TV.Visit Sources:Fathers Day 2021 Data Center,National Retail FederationFathers Day spending to h

33、it$20.1 billion,according to NRF,National Retail FederationLeading considerations when buying Fathers Day gifts in the United States in 2021,StatistaFathers Day Spending Seen Hitting Record High for 2021,Womens Wear DailyShare of consumers planning to buy gifts for Fathers Day in the United States in 2021,by type,StatistaExplore more