I’m having a baby!
Well… my wife is having a baby… but I fathered it. I’m just going to be standing there holding her hand, dodging fiery darts from her eyes, and saying things like, “It’ll be okay,” while she endures unimaginable pain. I’ll be pretty much useless throughout the entire affair. It’s my 3rd kid… so hopefully I’ll avoid this.
Our baby is due in a little over 4 weeks. I talk about it occasionally online, I’ve pinned baby-ish things on pinterest. I’ve shared baby geek clothes from Thinkgeek to Google Plus. I shop baby sites, search for baby room stuff and gear. I’ve bought a ton of baby stuff online.
I have yet to see one single baby-themed targeted ad. Not on Facebook. Not on Google. Not on any website serving up ads. I mostly get ads for the following:
- Social Monitoring/Analytics Tools (It’s my job)
- Expensive Men’s clothes (Apparently Google thinks I’m metro… guilty.)
- Geeky T-Shirts
- Star Wars things
- Video Games
Granted – it’s likely I spend a significant amount of time online looking at all of those things. But Google, Facebook, and a host of other targeted ad providers are missing a serious opportunity. Google knows I’m having a baby – of that I have no doubt. Facebook likely does as well.
So why am I not getting targeted ads? I searched forever for cool bedding. I made the decisions for our stroller/car seat combo. I picked out the basinet. Heck… I even found myself an Eddie Bauer Edition Diaper Bag. I’m in prime consumer mode for this product category… my wallet is wide open…much more than it has ever been for Star Wars knick-knacks, Geeky t-shirts, or gaming.
Maybe not for expensive clothes though…
Ads typically react pretty quickly from Google’s Ad Network – I spent some time shopping for Timbuk2 bags awhile back, and got nothing but Timbuk2 bag ads for a week. And don’t get me started on the week of nothing but underwear ads. So clearly, something is amiss with this particular product category.
My wife gets tons of targeted ads for her. My assumption is that I’m not getting these ads because I’m a man… so I don’t buy baby things.
I don’t blame Google – I’m quite sure they’re trying to sell my online shopping habits to anyone who wants to know. I blame brain-dead marketers. Those guys are buying targeted ads from Google . . . and it seems they are purposefully leaving out males less than a month away from having a baby as a desirable demographic. Smart money would be spent right now selling me baby things in realm of my typical interests – Star Wars baby items? YES! Geeky Onesies? YES! Designer baby outfits and bedding? YES!
Has anyone else had a similar experience? In my job, I talk to marketers who are looking for male demographics all the time – so why aren’t any of them talking to me?