Holiday Advertising |

5 MIN READ

How Online Floral Retailers Were Advertising For Mother's Day

May 26 2016

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May flowers have been blooming, especially in creatives targeted for Mother’s Day earlier this month. Ranking as the top holiday for floral companies, even beating out Valentine’s Day, there are plenty of consumer dollars to be fought over. An estimated $21.4B was spent on moms in 2016 in the US, compared to the $19.7B spent on Valentine’s Day. $2.4B of Mother's Day spend went to flowers, or about $29 per person. Online floral retailers live for this day, dumping copious amounts of ad dollars into creatives, across all channels, to grab your attention.
 
The Bouqs Company, a relative newcomer in the space, recently closed their Series B round and made their largest digital advertising push to date for Mother's Day 2016. Veterans 1800Flowers and ProFlowers continued to make a huge impact, per usual. Here’s a look at how these three companies were advertising in the two weeks leading up to the holiday on desktop.

1800Flowers

A name synonymous with online flower orders, the mega floral company was founded in 1976 and has been a top contender in the game ever since. Spending nearly $500K on desktop in the two weeks leading up to Mother’s Day 2016, and releasing 125 unique desktop creatives, the retailer’s impression share spiked 3.5x it’s 30 day average. Direct buys accounted for 69% of 1800Flower’s desktop spend, with 50% of their direct spend going to top site espn.go.com. Ad networks represented 23% share of spend, with dollars going to top indirect site, and second overall site by impression volume, aol.com.
 
1800flowersspend.png
 Source: Pathmatics US Desktop Data, 4/24/16-5/8/16.
 
1800Flowers released several series of creatives leading up to Mother’s Day, such as the “Last Chance” creative below that was released on May 2nd. Here are a couple of their top desktop creatives, with flight dates, and an overview of their daily spend:
 
1800Flowers.com_Creative_1.png1800Flowers.com_Creative_5-24-2016_1.png
Left Creative: First Seen on 5/2, Last Seen on 5/7. Right Creative: First Seen on 4/26, Last Seen on 5/8.
Source: Pathmatics US Desktop Data.
 

The Bouqs Company

Founded in 2012, the Venice Beach based online flower retailer has continued to grow rapidly across the United States, offering competitive low pricing coupled with next-day shipping. Their impression share on desktop spiked over 5x their 30 day average on May 3rd, their largest day with spend topping $37K. Their top three sites for desktop were youtube.com (16% of total desktop site impressions), eBay.com (7%), and imgur.com (5%). 99% of The Bouqs Company’s desktop spend from 4/24/16-5/8/16 went to ad networks, with the other 1% going to DSP, The Trade Desk. Top partner Google AdX + AdSense took in the lion’s share of their spend with 61%, followed by Steelhouse Media with 38% share.
 
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 Source: Pathmatics US Desktop Data, 4/24/16-5/8/16.
 
The Bouqs Company released 98 unique creatives in the 2 weeks leading up to Mother’s Day, across an average of 83 desktop sites per day. Here are two of their top creatives with flight dates:
 
 TheBouqsCompany_Creative_5-24-2016.png TheBouqsCompany_Creative_5-24-2016_1.png
Left Creative: First Seen on 4/16, Last Seen on 5/5. Right Creative: First Seen on 4/12, Last Seen on 5/2.
 Source: Pathmatics US Desktop Data.
 

ProFlowers

The floral arm of parent company Provide Commerce, founded in 1998, was the top spender out of the three by far, spending an average of $777,400 per day in the two weeks prior to Mother’s Day. This was, in large part, due to a 100% direct buying strategy, targeting top site yahoo.com with placements on their homepage. 75% of ProFlowers’ total spend went to Yahoo, followed by their second top site msn.comwith 22% share of spend.
 
proflowersspend.png
 Source: Pathmatics US Desktop Data, 4/24/16-5/8/16.
 
94 unique desktop creatives were released from 4/24-5/8, across an average of 29 sites per day. Below are two of their top creatives with flight dates, as well as a screenshot of a strategy yahoo.comhomepage placement, in conjunction with a Mother’s Day Gifts trending list.
 
 FTDCompaniesInc._Creative_5-24-2016.jpegFTDCompaniesInc._Creative_.png
Left Creative: First Seen on 4/29, Last Seen on 5/5. Right Creative: First Seen on 4/29, Last Seen on 5/5.
 
proflowersdesktop.png
 Source: Pathmatics US Desktop Data.
 
 Check out more data insights in our data library.
 

Source: Spend and impression estimates from Pathmatics US Desktop Data4/24/16-5/8/16.
*By impression volume. **All trademarks & copyrights property of their respective owners.


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About Author

Jordan Kramer

An out-of-the-box thinker with a love for disruptive ideas, Jordan's background spans PR and events for the wedding & hospitality industry in Los Angeles and Scottsdale and also launching one of America's most unique food trucks. She jumped from the food start-up scene to the tech start-up scene in 2013 to join one of the most unique companies in ad tech. Jordan is a graduate of the University of California, Santa Barbara with a Bachelor of Arts in Communication.

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