With Black Friday and Cyber Monday on the horizon, eCommerce brands should already be developing and deploying their digital marketing strategies for this pivotal sales period. That includes their media buys.
It’s probably too late to get a commercial on the Thanksgiving Day parade broadcast, but that’s OK: streaming is king these days, anyway, and you’ll be able to reach plenty of eyes and ears through the right programmatic advertising approach.
Here are ADM’s top programmatic advertising tips for Black Friday and Cyber Monday.
Embrace Connected TV to Reach Holiday Bingers
Connected TV (CTV) continues to witness tremendous growth in recent years and has become an effective advertising platform. Over 80% of households use some type of streaming service, and Hulu viewers average over 2 hours of viewing time daily. And holidays see a spike in streaming performance: US viewers streamed over 178 billion minutes of content during Thanksgiving week 2021, second only to Christmas week that year.
With families huddled around their favorite streaming service during the week of Black Friday and Cyber Monday, it’s a prime opportunity to deploy your best CTV ads. They’re the best way to deliver high-quality and often non-skippable ad content to specific audiences, right on their living room TV. Unlike traditional TV ads, CTV campaigns can be used to carefully cultivate your sales funnel through highly-targeted new customer acquisition campaigns, site visitor retargeting, and retention audiences.
Tap into Podcast Advertising Around the Holidays:
The week of Black Friday and Cyber Monday (or, Thanksgiving week) is the busiest travel time of the year. In 2022, nearly 50 million people traveled by car, while another 4.5 million did so by plane. And what do people love listening to on long drives or flights? Increasingly, podcasts.
Podcast advertising offers a unique opportunity to establish a deeper connection with your target audience. In a world saturated with visual ads, the distinctive experience of an audio ad yields remarkable results. Studies show that audio ads have 4 times higher brand recall compared to other formats, with an impressive 81% rate of action from listeners.
Both CTV and podcast ads can complement your digital marketing efforts, particularly during the holiday season when SEM and Paid Social channels face increased CPCs and CPMs. Notably, an ADM client witnessed a 32% surge in site visitors and a 15% boost in unique Google Ads NonBrand search volume while achieving a lower relative CPA through a podcast campaign.
Leverage programmatic tools like Spotify Ad Analytics, which helps audience and genre insights and forecasting, and the Spotify Audience Network to identify podcasts that align with your brand and target market. Additionally, consider utilizing dynamic audio creative to deliver personalized messages that resonate with your audience.
Re-Engage Past Customers
During the holidays, people often will buy things they love and enjoy for others as gifts. At this time of year, the retention efforts you use to encourage past customers to purchase again can also influence them to share their fondness for your brand. Retarget users who have previously purchased your products within the past year with eye-catching creatives that showcase new products, new product lines, and Black Friday and Cyber Monday specials.
To enhance campaign optimization and focus your messaging, segmenting past customers into different time periods can be highly effective. Customers who made purchases within the last 6 months may have bought items for themselves, while those who made purchases in the previous year may have done so for gifting purposes in 2023. It’s worth noting that conversion rates for existing customers are typically much higher than for first-time buyers (over 60%). Therefore, utilizing retention targeting and highlighting holiday promotions can further encourage repeat purchases for gifting.
Bolster New Customer Acquisition with the Right Messaging
Alongside retention; prioritize Lookalike and In-Market audience targeting to find new customers. While programmatic audience targeting allows for granular and relevant audiences, ensure the messaging speaks accurately to the potential consumers. Given high purchase intent around Black Friday and Cyber Monday, here are a few things to highlight:
- Holiday promotions: To capitalize on consumers actively searching for the best deals, focus on highlighting the holiday promotions your brand offers. This includes specific discounts, limited-time offers, or bundle deals. Clearly communicate the value and savings customers can achieve through these promotions to entice them to choose your brand over competitors.
- Shipping cut-offs: Timely delivery is crucial during the holiday season. Clearly state the last date and time customers can place an order for holiday delivery. Display this information on your ads to help customers make informed purchase decisions. Consider offering expedited shipping options or free shipping within a specific timeframe to further incentivize customers.
- Gifting segmentation: Tailor your messaging to engage specific audiences, such as golfing enthusiasts or home cooks, by emphasizing how your products or services cater to their interests and needs. This personalized approach increases the chances of attracting new customers and driving conversions.
- Brand value: Highlight the brand value your company offers beyond price. This includes product quality, customer service, brand reputation, and unique selling points. Emphasize the long-term value and customer satisfaction your brand provides to build trust with potential customers during the Black Friday and Cyber Monday shopping events.
Programmatic Success for the New Year
The holiday season is the most competitive time of the year for digital marketing and eCommerce. By embracing emerging media formats that can deliver a compelling brand message, your brand can position itself early for a more successful Black Friday and Cyber Monday week.
Don’t forget, a carefully-planned programmatic strategy can not only boost holiday sales but also increase brand awareness overall as you head into the New Year. If you’d like to learn more about our approach to sustainable, year-round programmatic growth, feel free to reach out to the ADM team. Enjoy the holidays!