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How To Target Parents With Young Kids Accurately On Digital

With the new work-from-home lifestyle during the lockdown, parents have been spending more time with their children. We also know that TV viewership has increased over the past few months in these households along with digital consumption.

Parents with young kids form an important segment for many top brand categories like baby products and milk beverage brands, and now’s the best time to target and advertise to this audience segment. 

For a long time now, they’ve remained a niche segment who are extremely difficult to identify and target effectively on digital. The industry has been using only age and demographic filters to define this segment. But is this sufficient?

How we identify this segment

TV consumption can be used as a unique layer of intelligence to determine digital targeting. Since parents are mostly present around their kids while they’re watching TV, it’s easier to profile them now more than ever.

We add more intelligence to this audience segment by profiling viewership of kids’ TV channels such as Nickelodeon, Cartoon Network, etc., and overlapping it with General Entertainment Category (GEC) genre viewership to further sharpen segmentation.* 

Our TV viewership intelligence combined with age and demographic filters can give an advanced accuracy to targeting this segment on mobile. For example, we can additionally define female audiences between the ages 20 - 35 and make your ads reach your target audiences smartly.

*Zapr does not collect TV viewership data from children below the age of 13. Read our privacy policy to know more.

How can Smart Segments help?

Using this segment which is one among Zapr's plethora of smart segments available on DMPs, you can target your TV audiences more accurately on digital. We can help you reach out to your TG cost-effectively and increase brand awareness among audiences who matter most to you. 

Move beyond static demographic filters and use richer, dynamic segments! 

Utilize strong media-driven profiles to sharpen audience targeting for all your digital campaigns from now. 

smart segments banner-2

You can also check out these blogs on other smart segments: 

Engaging Cord Cutters | Are You Reaching Those Who Never Watch TV?

Cord Shavers | Boost Brand Awareness Among Less Exposed TV Audiences

Cord Lovers | Make Highly Exposed TV Audiences Take Action

Cord Fakers | How To Grab The Attention Of Distracted TV Viewers

Win Competition Influenced Audiences Over To Your Brand


Sruthi Veer
Sruthi Veer
Content writer ( + guitar & pool player) at Zapr Media Labs.

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