MILLENNIAL MOMS

Targeting millennial moms with Audience Marketplace

A grocery brand made the most of the Audience Marketplace's app targeting potential to boost engagement among food shoppers.

3x

Google’s CTR benchmark

5x

Industry standard

0.3%

CTR

Brief

A CPG brand wanted to reach millennial moms looking to buy healthy grocery options for their families. Their aim was to increase CTR and awareness of their product in a three-month campaign using MediaMath.

Solution

    The client used the full power of the Audience Marketplace's custom data capabilities to hit their target audience: millennial moms actively shopping for groceries. First, they used Marketplace data to identify people who visit stores like Whole Foods and Costco. This was then layered with app ownership data—in particular Pinterest users—and Audience Marketplace's own Moms persona.

Impact

Over the course of the campaign, app targeting tactics created a cumulative 0.25% CTR. That’s 3x higher than Google’s 0.08% programmatic benchmark. Targeting moms with Pinterest downloaded saw the highest engagement, 0.3% CTR, which is almost 5x higher than industry standard. Tasty results.