Your Performance TV Guide to Father's Day - SteelHouse
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Your Performance TV Guide to Father’s Day Record numbers of viewers are streaming television this year, which makes Connected TV the perfect place to reach them. We’ve mapped out key strategies and insights to help your campaigns get in front of shoppers who’ll visit your site and leave with the perfect gift for dad.
Online Shopping Habits
are Here to Stay
More shoppers are buying online than ever before—and that’s unlikely to
change. That’s thanks to a year of turning to the internet to get what they
need, from everyday items to major purchases. Consumers are now just
used to the ease and convenience of ecommerce.
According to a recent Harris Poll, 80% of Americans report they’ll continue
to shop online. Interestingly, 77% say they’re satisfied with online shopping,
while only 47% say they miss the experience of shopping in-store.
This represents a major opportunity for Father’s Day—and everyday—for
ecommerce brands. This guide will walk you through how you can use
Connected TV to not only raise awareness among valuable new audiences,
but drive measurable conversions that deliver a healthy return on ad spend.
It’s time to tap into these ecommerce trends with direct-response television
campaigns. Let’s dive in.
FATHER’S DAY GUIDE 2021 • 2
What We Saw Last Year While last year’s consumer behavior was unique due to COVID-19, we’re seeing many habits developed during the pandemic continue to influence online shopping. With that in mind, let’s take a look at how shoppers behaved in the lead-up to Father’s Day 2020.
What We Saw Last Year
Traffic Tapered Off
As part of a larger trend in which traffic tapered off during June and July,
shoppers visited less often in the leadup to Father’s Day.
Daily Site Visits
10M Father’s Day
9M
8M
7M
6M
5M
4M
3M
2M
1M
0
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20
June 2020
Bucking the overall downward trend, these verticals all saw the highest
increase in site traffic during the week before Father’s Day.
Clothing Home Goods Auto Parts Home
& Accessories Improvement
Traffic Callout
One home improvement retailer saw a 40% week over week traffic increase.
FATHER’S DAY GUIDE 2021 • 4What We Saw Last Year (cont’d)
Conversion Increased
Unlike site traffic, conversions increased significantly in the week leading
into Father’s Day.
Conversions Increased
Father’s Day
900K
800K
700K
600K
500K
400K
300K
200K
100K
0
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20
June 2020
A number of verticals benefited from the jump in buyers—here are a few
who topped the list.
Auto Parts Camping Camping Home Goods Home
& Accessories Booking Supplies Improvement
Conversion Callout
One auto parts retailer saw a 23% week over week increase in conversions.
FATHER’S DAY GUIDE 2021 • 5This Year’s Recommendations There’s no doubt a massive amount of shoppers will look online for the perfect gift for dad this year. Here’s how you can ensure your campaigns maximize this year’s big opportunity.
This Year’s Recommendations
Leverage These Consumer Trends
Father’s Day is a gift-giving holiday, so you need to convince them to get
their gift from you. Here are some behaviors you can tap into, and ensure
your campaigns are set up for success.
01 Tap Into Travel
Even though summer vacations were down 15% last year,
Americans still took over 700 million trips from July through
September. Our data showed increases in camping-related
purchases, so look for an opportunity to tie the great outdoors
into your strategy if you can.
Tip: Tie your messaging to travel and exploration. It’s likely to be an even more popular
choice this year.
02 Offer Apparel
Shoppers spent more than $2.5 billion on clothing for dad last
year, so if you’re an apparel brand—this is your time to shine.
Tip: Feature any ‘dad’ clothing you have on offer, and combine it with
gift-giving messaging.
FATHER’S DAY GUIDE 2021 • 7This Year’s Recommendations
(cont’d)
03 Let Dad Treat Himself
Shoppers are likely planning to let dad pick his own present.
Shoppers were estimated to buy 19% more gift cards this past
holiday season than the year prior, and it’s likely we’ll see that
play out this Father’s Day as well.
Tip: If you offer gift cards, now’s the time to give them the spotlight in your campaigns.
04 Ship it Quick
Based on our 2020 data, conversions saw the biggest increase
on the Monday before Father’s Day. Shipping times can make or
break a conversion, so be sure you can deliver on-time—and that
your audience knows you can.
Tip: Highlight your ability to ship quickly, and pair it with a “free shipping” offer since this
is an aspect your audience will likely focus on.
FATHER’S DAY GUIDE 2021 • 8Campaign Approach: Prospecting & Retargeting Covering the full sales funnel is crucial when generating excitement (and conversions) for a major sales event. We recommend tapping into prospecting to reach new audiences, and retargeting to bring those shoppers back to buy the perfect gift for dad.
Campaign Approach:
Prospecting & Retargeting
Performance TV Prospecting
Select a ROAS, eCPA goal, or visits goal—we recommend ROAS or eCPA
so your campaign targets new shoppers who are likely to convert.
Target tens of thousands of 3rd party audiences with the fully integrated
Oracle Data Cloud.
Target Launch Date: 40-60 days before Father’s Day to start racking up touchpoints and raising your
brand profile.
Performance TV Retargeting
Focus on the site visitors most likely to convert by segmenting your
audience based on the actions they took while visiting your site.
Choose your audience based on which products they viewed, how often
they visit, whether they’ve added items to their cart, and other high-
intent actions.
Target Launch Date: Either repurpose your existing retargeting campaign, or launch a new one to focus
on your Father’s Day offering 2-3 weeks before the holiday.
FATHER’S DAY GUIDE 2021 • 10Campaign Approach:
Prospecting & Retargeting (cont’d)
We strongly recommend Performance TV prospecting and retargeting to
help you make the most of this Father’s Day. While it’s a best practice to run
paid search and social as well—here are a few reasons why Performance TV
belongs right alongside those other ad channels.
Why Performance TV vs. Other Ad Channels?
It serves high quality TV ads while your audience streams top-tier TV
networks, giving your brand prestige and enhanced ad-recall.
You can expand your reach to the entire household with Audience
Extension, which automatically serves related display ads to your
audience across web and mobile.
You can track the full customer journey with Cross-Device Verified Visits,
which measures when a viewer sees your ad then visits your website in a
window of time defined by you.
It’s fully integrated with Google Analytics, ensuring your visits,
conversions, and other key metrics appear alongside the rest of your
digital campaign reporting.
FATHER’S DAY GUIDE 2021 • 11Key Audiences to Reach Reaching the right shoppers is crucial to growing your audience, driving revenue, and generating conversions. Whether you’re looking to reach new audiences, or your existing site visitors, we’ve got you covered.
Key Audiences to Reach
Prospecting Audiences
The Oracle Data Cloud is fully integrated into Performance TV, offering tens
of thousands of curated 3rd party audiences suitable for any
ecommerce advertiser.
Here are a number of segments that you should consider incorporating into
your prospecting audience strategy.
01 Father’s Day Audiences
Segment Name: Seasonal and Holiday > Summer > Father’s Day
Pre-built Father’s Day audience segments are great to include
because they contain shoppers with purchase intent towards
Father’s Day—think those browsing for gifts like men’s ties, tools,
accessories, golfing gear, BBQ supplies, and more.
02 Gift Card Shoppers
Segment Name: Past Purchases > Retail > Gifts > Gift Cards
If you offer gift cards, it’s not a bad idea to mention them in
your campaigns’ messaging. Plenty of shoppers are going the
gift card route this year, which means it could be a good idea to
target shoppers with a history of buying them.
03 Go Outside and Play
Segment Name: Outdoor sports buyers > Golf and Tennis
There’s a lot of pent up energy, and dads everywhere are looking
to spend some time outside with the games they love. Focus
on shoppers who have purchased based on specific sports or
activities to tap into the overwhelming “get out of the house”
vibe this summer will bring.
FATHER’S DAY GUIDE 2021 • 13Key Audiences to Reach (cont’d)
Retargeting Audiences
By targeting site visitors that showed interest in your offering, you ensure
your budget is spent on shoppers likely to convert. Performance TV taps
into your first party site data to help you target these valuable shoppers—
here are a few recommendations to help you narrow your focus.
01 Cart Abandoners
These are shoppers who added an item to their cart, but failed
to convert. This shows a very high intent to buy, so make sure
you’re including them in your lower funnel strategy. You can
even segment based on the value of their cart to really focus on
high-value shoppers.
02 Multiple Pages/Products Viewed
They visited your site, looked at multiple pages or products,
then left. This behavior tells you they were interested enough to
stick around see what you had to offer—be sure you keep this
audience engaged.
03 When They Last Converted
Repeat business is crucial—if a shopper bought from you before,
they’re likely to do so again. Keep loyal shoppers in mind and
include them at a time that aligns with your sales cycle. They
could be ready to buy again.
FATHER’S DAY GUIDE 2021 • 14The Big Takeaways By now you should have a good idea on how to make the most of this year’s Father’s Day. Here’s a quick rundown of some key lessons to keep in mind.
The Big Takeaways
Tap Into Consumer Behavior
From gift cards to the great outdoors, shoppers will be looking
to buy something that dad will enjoy. Tap into these trends
through your targeting, creative messaging, and any promotions
you’re considering running.
Take a Full Funnel Approach
Shoppers will buy more in the week leading up to Father’s Day,
so make sure your prospecting campaigns are driving the right
audience to your site, and that your retargeting campaigns are
ready to reach any shoppers who don’t immediately convert.
Timing is Everything
Launch your prospecting campaign early, then make sure you
have your retargeting campaign active in the few weeks leading
into the holiday to capture conversions.
Keep a Competitive Budget
You’ll want to be ready to claim your share of conversions when
they spike in the leadup to Father’s Day. Keep your budgets
well stocked and keep an eye on your spend to ensure you have
budget ready to compete when shoppers are most likely to buy.
FATHER’S DAY GUIDE 2021 • 16Make Performance TV Your
Go-To Strategy This Father’s Day
It’s the perfect way to help your audience find that special gift for dad.
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