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Building a Successful Native Advertising Strategy for Holiday 2018

We have just passed Labour Day in North America, but shoppers have already started putting together their game plan to capitalize on the great deals and offers around the corner for their Holiday Shopping.

As a marketer have you started tackling yours?

There was a time when Black Friday was the biggest shopping day of the year. However, in the past few years, retailers have started Black Friday sales on Thanksgiving Day, Wednesday (Thanksgiving Eve) and as early as Monday. Black Friday can no longer be considered a one-day event—it has become a week-long affair that now lasts until the start of the new year.

Key Dates:

  • Black Friday, November 23, 2018
  • Cyber Monday, November 26, 2018
  • Super Saturday (The Saturday before Christmas), December 22, 2018
  • Cyber Week II (The week spanning Christmas to New Years), December 25, 2018 to January 1, 2019

According to the National Retail Federation, from Thanksgiving Day through Cyber Monday, more than 174 million Americans shopped in stores and online during the five-day holiday weekend. The most popular day for in-store shopping was Black Friday, cited by 77 million consumers.

With retailers sharing deals earlier and earlier, shoppers have a bigger opportunity to make more informed decisions about their purchases and you have more opportunity to reach them!

Creating your Game Plan

Start sooner than you think

Post-holiday 2017 research by ICSC showed 9% of holiday shoppers making purchases in August or earlier.

  • 20% September-October
  • 25% Between November 1st and before Thanksgiving Day
  • 13% Thanksgiving Weekend (Thursday to Sunday)

You might not have launched your campaigns in August, but it is never too late to get started. With the flexibility of native advertising, you still have time to get your campaign rolling in full swing!

Double-down on key dates

Though there is plenty of build-up, you might want to consider doubling-down on Thanksgiving Day. According to Google, mobile searches, containing “Black Friday” increased by 80% over the past two years. In 2016, mobile searches for “black friday ad(s)” peaked on Thanksgiving. Overall, there were 2.5X as many searches for “black friday ads” as there were for “how to cook a turkey” on that day.

Create strategies for mobile

Surprisingly, it’s not big brands that are driving mobile conversions. According to Adobe, websites from small retailers that make $10 million or less convert twice as much as bigger retailers that make $100 million or more.

Overall, the e-commerce trend is steadily shifting towards mobile. On Black Friday, 53% of purchases from an ad happened on mobile in 2016, while 74% of purchases from seeing an ad happened on mobile in 2017.

Consider Native

According to a joint research study by Sharethrough and Placed, native ads are more efficient in driving traffic to physical stores than display ads. Native ads drive significant incremental lift—people exposed to native ads were 21% more likely on average to visit a brand’s physical retail location.

With native ads, consumers experience a clean and seamless integration between the content they are consuming and the targeted marketing messages. Native ads are viewed 53% more frequently than display ads and why they tend to register higher lift in purchase intent (18%) and brand affinity (9%) than banner ads.

Leverage Targeting Opportunities

Who are you looking to capture? Perhaps you are looking to target users who have recently visited relevant pages that demonstrates a specific interest, like finding printable coupons for in-store purchases or are reading about holiday-themed recipes on recipelion.com.

Digital campaigns have no equal when it comes to the ability to target specific demographics, interests, income, behaviour or location. StackAdapt can help you with multiple layers of targeting, depending on your goal, including creating custom segments or Deal IDs specifically for your Black Friday and Cyber Monday campaign.

To find more about Black Friday and Cyber Monday targeting, talk to your StackAdapt representative or contact us to get your Guide to Blockbuster Shopping Days.

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