With an overwhelmingly saturated market, how can advertisers prevent consumers from succumbing to banner blindness and being immune to even their most creative efforts?
Trends Show Consumers Are Consuming, A Lot.
A Deloitte study revealed that consumers spent $33.9 billion in the five-day period between Thanksgiving and Cyber Monday in 2021.
Once upon a time, the holiday shopping season was not a season at all: it was just a day. Black Friday, though the pinnacle of holiday spending and busiest shopping day of the year since 2005, is not the end all be all of festive purchasing. The truth is that the season for buying just keeps getting longer, with reports claiming that this year 56% of US consumers already started shopping in October.
Since the holiday season has expanded, advertisers need to consider following the trends and using this information to plan their budgets. If consumers are spreading out their shopping habits, marketers need to spread out their marketing tactics as well. Maybe your audience did their holiday shopping before Halloween, maybe they are holding out for the best possible deal; know what they want, know when they want it.
Advertisers Need Data
Advertisers that want to succeed in capturing their audience's attention need to plan ahead in order to have their strategy in place for reaching their audience and driving purchase decisions.
When consumers see an advertisement that interests them, it will influence them to take action with greater intent than one that doesn’t. A single male shopper between the ages of 20-30 may be interested in the upcoming sale at his favorite shoe store, but he probably won’t bat an eye for Baby Gap.
Know Where to Find Your Shoppers
According to Statista, male consumers are the majority of in-store shoppers for the holidays, while Cyber Monday consumers are on average more likely to be female. Additionally, it seems like millennials are likely to take the cake this year when it comes to the age group spending the most.
Knowing where to find your shoppers, also means knowing where your shoppers go to shop. You can be creative here. Be prepared to go deeper and ask questions like who’s willing to take a drive to get what they want versus who wants to stay local and may scout out a quick solution.
Turn to Video
Advertisers need to know how to stand out. You may be thinking that’s an obvious part of the job – it’s their job to catch consumer attention – but the fact is that every advertiser will be bringing their A-game to reel in their audiences over the holiday weekend. During the holiday season, ad spend in retail in the United States hit $1.8 billion in Q4 2021. What sets apart one marketing team from another when everyone is yelling, “pick me!”?
Video advertising is a great way to make an impact. Video is a language in its own league because it allows you to emotionally reach and connect to your audience. If you are an advertiser looking for a more worthwhile place to spend, turn to video.
Bottom line is, if you are planning on succeeding during the shopping frenzy you have to know where to look. With precise data, contextual targeting, and the right video, you can be sure that your consumers won’t be the only ones striking up deals this holiday season.
