THE ULTIMATE GUIDE TO
Planning campaigns for the busiest shopping day of the year need not be overwhelming (we promise!) We put together everything you need to know as you prepare for Black Friday 2K19.
Here are the stats that matter from Black Friday Shopping Season 2018:
Black Friday 2018
Black Friday 2018 (Thanksgiving Day plus Black Friday) raked in $9.9 billion in online sales – a 19.7% increase over 2017
Black Friday 2018
$6.2 billion spent on Black Friday and $3.7 billion spent on Thanksgiving (a growth of 28% year over year)
Black Friday 2018
14.8 million online transactions were processed on Black Friday 2018 and 13.7 million were processed on Thanksgiving
Average per-person spending was $313.29 during Thanksgiving weekend 2018 ($217 spent on gifts)
Buy Online - Pickup In-Store
The Buy Online, Pickup In-Store (BOPIS) model saw a 50% increase year-over-year during Thanksgiving weekend 2018
Retailers with physical stores drove 28% higher conversions online
Mobile represented 51.4% of site visits (43.6% smartphones, 7.8% tablets) making it the first Cyber Monday where more than half of visits came from mobile.
Mobile accounted for 34% of revenue (26.3% smartphones, 7.7% tablets)
What does it mean for your Black Friday and Cyber Monday Holiday Shopping Strategy? We’re so glad you asked!
Scale: Don’t Restrict Inventory and Set Aside Your Biggest Budget
The most reach is critical.
Black Friday weekend raked in $9.9 billion in online sales and counted 28.5 million online transactions. That means a massive amount of shoppers are already ready and willing to shop online. Now is the time to go big or go home. Set aside a large budget.
Run nationally-targeted campaigns utilizing all 3 ad formats (in-feed, recommendation widget, and in-ad) across all 3 devices (desktop, tablet, and mobile) to ensure we are able to find relevant users at any time on any device.
Get access to as many placements as possible. Bidtellect is partnered with more than 30 supply partners for the most expansive network in the ecosystem, which means access to 58 million distinctly targetable placements and 10 billion Native auctions daily.
Performance: Optimize and Measure Post-Click for Qualified Site Traffic
It’s not enough to reach far and wide – aim for more qualified site traffic with placement level optimization, dynamic creative optimization (DCO) and qualified engagement measurement. Dive deeper into the success of your Native Advertising campaign by using Bidtellect’s Engagement Score, unique proprietary technology for a deeper understanding of consumer engagement, so you can measure and optimize towards post-click engagement metrics such as page views, bounce rate and time spent on site.
Creative Insights: Copy + Image Matters For Maximum Engagement
[b]+studio is Bidtellect’s award-winning in-house creative team and they are experts in creating copy and images that draw in consumers and lead them to your content. Based on Black Friday (and all year long) performance, here’s what you should know:
- Include a promotional code
- Be sure there’s a holiday reference in the images or copy
- Children, pets, and people in images perform best
- If using images with products, one solo “feature” product performs better than a group of products
- Photographs perform better than animated images
- Content/Thought Leadership: offer tips for the best gifts or creative ideas.
This was a best-performing Black Friday 2018 image with an eCPA of $2.16.
This was a best-performing Black Friday 2018 image with an eCPA of $2.31.
Consider the Customer Journey: Target and Retarget
Since a consideration cycle is generally required to make a purchase – especially with so many choices and sales during Black Friday weekend – supplement a prospecting strategy with retargeting to drive prospects back to the site to purchase. Make it even easier to buy online and pick up in store, too. The (BOPIS) model saw a 50% increase.
Account for Mobile
It should be obvious, but maybe it isn’t. Before setting up campaigns, check that the landing pages you will be directing traffic to are as mobile-friendly as possible, from easy scrolling to readability to ease of purchasing products. Mobile represented 51.4% of site visits and accounted for 34% of revenue.
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