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Monetizing Mom: To Lure Mothers Online, Promise a Payoff

The best way to attract mothers using online advertising is to show them the money, a new study says. Two-thirds of moms surveyed said they preferred coupons and discounts in ads, while less than half (47 percent) wanted ads that provide useful information.

The About.com study of more than 2,000 American mothers validated the belief that online ads drive moms to seek more information and try products. Over half visited product websites as a result of seeing an online ad in the past year. In addition, more than half printed a coupon and nearly half clicked on ads or did more research. But the real payoff was at the cash register: nearly 40 percent purchased products.

But you can't just throw anything online and expect it to grab moms, the study showed. Online ad tone and format were important. Slightly more than half of moms (51 percent) said that online ads with detailed information about how to use the product were most likely to get their attention, while 39 percent preferred ads that were visually appealing.

The big surprise in the study was that parenting information is not among the top five online searches for moms. Food, health, learning, travel and jobs and careers are the most searched-for topics.

"The findings confirm that food, health, education and travel advertisers and brands have a unique opportunity to connect with moms, often considered the chief household officers, at a time when they are actively seeking solutions and need them most," said Mitchell Kreuch, About.com's senior vice president of sales. "Since moms are mostly interested in ads that provide incentives, brands can create ads that appeal to moms and their purses, providing both the marketer and consumer with the best return on investment."

Reach BusinessNewsDaily senior writer Ned Smith at nsmith@techmedianetwork.com. Follow him on Twitter @nedbsmith.

Ned Smith
Ned Smith

Ned was senior writer at Sweeney Vesty, an international consulting firm, and was Vice President of communications for iQuest Analytics. Before that, he has been a web editor and managed the Internet and intranet sites for Citizens Communications. He began his journalism career as a police reporter with the Roanoke (Va.) Times, and was managing editor of American Way magazine and senior editor of Us. He was a Captain in the U.S. Air Force and has a masters in journalism from the University of Arizona.