When mothers read mommy blogs they are focused on many things, but not themselves. A new survey from rich media solutions provider Unicast sheds light on which ads they like, and those ads they expect to see, while browsing mommy blogs.
When Unicast surveyed 1,700 Power Moms for its 2010 Back to School Survey they found that saving money is still front of mind for the vast majority (80%) and ads that promise to lessen the strain on the household's purse strings are welcomed. No surprises there.
However, the survey did throw up some interesting findings.
Advertisers will be pleased to learn that only 6% of Power Moms "hate" online ads. In fact, over a third (35%) really like them or find them helpful.
But before you get too excited, a word of warning. Don't bother advertising products for mom on mommy blogs.
It was clear from the survey that moms put their kids, and their family's stomachs, first. When asked what ads they want to see on mommy blogs they responded as follows:
- 69% like ads for groceries
- 49% want ads for children's clothing
- 42% want ads for children's toys/games
- 41% want ads for children's entertainment
- 39% want ads for baby items.
Less than a third of Power Moms were interested in seeing ads for products for themselves such as beauty products, clothing, entertainment or travel.
"With these insights, marketers can better leverage ad campaigns across the web and specifically with mommy blogs - a highly trusted resource for millions of parents," said Bryan Hjelm, VP of Product and Marketing for Unicast.
"Not engaging with these blog publishers means ignoring an active and devoted audience of prime consumers: Power Mom readers preparing to shop."
by Helen Leggatt
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