Moms

Fast facts

  • Saving time. Moms squeeze more than 27 hours worth of activities into a single day.
  • Saving money. Moms are 77 percent more likely to visit Shortcuts.com for coupons than any other website.
  • Helping their kids. Moms and kids use the KOL "Homework Helps" section for daily assignments.
  • Making decisions. 83 percent of the women who come to the AOL homepage are grocery decision makers.

Source: comScore, 2009; "Living la Vida Rapida," AOL and OMD, 2009.

Moms one-sheet
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Research

AOL Advertising research white papers
Living La Vida Rapida
Spending 3 hours on the web helps moms pack 27 hours of activity into a 16-hour day. Moms worldwide use media as an integral way to communicate, shop and spend time with family. See how to make your brand valuable to these women living life in double-time.

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Online Couponing
Online coupons are becoming more appealing to today’s frugal shoppers. Research from Information Resources (IRI) and AOL Advertising demonstrates that online coupons are an effective tool for attracting trial users and gaining market share. In fact, nearly four out of every 10 shoppers – 40M consumers – indicated that they would be very likely to use coupons found online.

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Back to School
Shoppers get smart with online deals. While the majority of back to school shoppers still visit stores to get the latest fashions, they are increasingly using the internet to look for good deals. Learn how you can time your advertising and extend your offline messages to take advantage of this new trend.

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To view all of our research, visit our research section.

Case studies

CPG: Moms
Moms have enough on their plate as it is. So how does a leading CPG brand manage to get their attention, even for a moment? With a smart campaign from AOL Advertising. Multiple targeting strategies, content sponsorship and third-party data all came together to provide the client with significant increases in brand awareness and offline sales.

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CPG: Family Chefs
Drumming up interest in a new product is no easy task. But with AOL Advertising's broad reach and homepage integrations, one CPG brand was able to feast on unprecedented consumer excitement for their latest offering.

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To view all of our case studies, visit our case studies section.

Contact us

If you'd like to learn more about our advertiser solutions, please request more information here.

It's no secret that moms like us best. We've always had a deep appreciation for all that they do. And we try to return the favor by simplifying their lives with useful tools, entertaining them with games, and helping them connect with their kids. No wonder, then, that our sites and network speak to 93 percent of online moms.

Favorite brands

Moms are busy. If you want to reach them, go where their day takes them. Below, you can browse some of the original AOL sites where moms spend their time.

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Targeting

Contextual. Behavioral. Accurate.

Finding your ideal consumer is one thing. Finding millions of them is another. With our targeting solutions, you can extend your message across thousands of sites and reach your customers at scale.

Contextual. Target consumers within relevant websites on Advertising.com's content channels:

  • Parenting channel
  • Food channel
  • Retail channel

Behavioral. Target consumers based on their interests:

  • Parents Audience. Moms and dads that research everything kid-centric online, from healthcare to parenting techniques to kids' entertainment.
  • Family Planners. Young couples who are researching and planning a wedding, expectant parents exploring information about pregnancy, and parents investigating preschools, parenting techniques and childcare.
  • Primed to Purchase. People who've demonstrated high interest in consumer packaged goods, as defined by high site visitation or high BPIs on CPG websites (according to comScore data). Specific campaign performance goals can be attained due to the large audience size of this segment.
  • Family Chefs. People who go online to look up recipes, track their favorite celebrity chefs and find the perfect wine to accompany dinner with family and friends.
  • Trendy Homemakers. Women who take charge of their home's decorating, remodeling and gardening projects.
  • Ready for Showtime. Individuals who've demonstrated high interest in entertainment (celebrities, music, movies, TV, etc), as defined by high site visitation or high BPIs on entertainment websites (according to comScore data). Specific campaign performance goals can be attained due to the large audience size of this segment.

Accurate. Pinpoint your customers with other powerful targeting solutions:

  • Develop a custom audience segment modeled after visitors to your site (Look-Alike Modeling).
  • Find households that have the greatest propensity to purchase specific products or brands (MRI Lifestyle Clusters).
  • If you’re sponsoring an AOL page, retarget consumers who have visited it (Sponsorship LeadBack).
  • Find your ideal audiences on the sites they are most likely to visit (Subnet Targeting).
  • Find people who are searching for information about family, food, or health & wellness.
  • Explicitly target households with women who have children (Demographic Targeting).

Source: comScore, 2009.