MOMS BY THE NUMBERS

Families in the US

Married Couples

Single Parents

Single parents are moms

Of these moms are between 15-19 years old

*Data taken from 2015 US Census Data

QUESTION: HOW DO WE IDENTIFY MOMS?

ANSWER: DATA

Through a data-driven, targeted approach we will efficiently and effectively reach moms of young children, to foster conversations about disease prevention and the role vaccinations play in helping kids stay healthy.

Porter Novelli has access to highly specialized data segments and targeting technologies through which we define and reach specific audiences.  By integrating the right data and deploying the right technologies, we’ll reach moms at scale, across all of their online experiences.

GOAL EQUATION

Drive Awareness + Cultivate Engagement + Stimulate Action = Healthy Kids!

DATA & TARGETING SPECIFICS

BEHAVIORAL DATA

Every time we watch TV, buy something, listen to music, search online, and interact through social platforms, our information is collected and turned into usable data segments.  These data segments help organizations reach relevant audiences at scale.  Porter Novelli works with over 70 of the top global data aggregators to access the highest quality 3rd party data available.  We carefully curate lists of relevant data segments which help us craft audiences and efficiently reach the right people.  Example data segments that will help us identify moms are:

Examples of 3rd Party Data – We’ll assemble audiences by using hundreds of relative data segments.

MOBILE APP PROFILES

Our apps tell a story.  What are your hobbies?  How do you digest news?  Are you a mom with a young child?  Yep, there’s an app for that!  Through our partnership with PushSpring, we track over 170mm unique devices and are able to craft custom targeted app profiles that create unique opportunities to identify and engage with our audience .  In this case, we want to talk with moms.  Here is an example mobile app profile that will help us reach moms nationwide.

GEO-INTELLIGENCE

Looking at our audience through the lens of geographic relevancy, provides us with more information than simply where to message.  Geo-centric information also helps us more deeply develop and engage with our audience.  To drive this, we asked a basic question.

Where are moms?

MOMS ARE EVERYWHERE!

Outside of the workplace, moms are in daycare centers, Babies R Us and Gymboree, Playgrounds, and children’s museums.

However, some locations indicate more than others that moms are engaged with their children and more receptive to information about keeping their kids safe and healthy.  Through targeting partners like Factual and NinthDecimal, we’re able to message moms that are either currently in these spaces or have visited these spaces in the past, across all of their devices and online experiences

CREATIVE MESSAGING ENVIRONMENTS & PUBLISHER ALIGNMENTS

MEASUREMENT & REPORTING

Creating alignment between campaign goals and the right measurements is critical. Your team at Porter Novelli can customize reporting to ensure that your team receives the right data in the right format.

This is how we know if what we’re doing is effective.  We develop customized data visualization tools to help everyone involved understand how various strategies are performing.  For this campaign, our primary metrics are:

We will also be reporting on how campaigns are delivering through different ad environments, device types, publishers, geographic regions, and even languages.  We will work with you to create a reporting format that is useful for use by your team.

BUDGET ALLOCATION

THANK YOU