Holiday Advertising 2020: Top 3 Best Practices for Digital Advertisers
If planning your holiday campaigns feels overwhelming – fear not. Arm yourself with these best practices. For ways to update your creative assets, read this. For top trends this year, click here. For down and dirty stats to copy & paste, click here.
The most reach is critical for holiday advertising. Now is the time to go big or go home. Set aside a large budget. If you are a small business and are trying to generate leads through platforms like Instagram, Facebook, or Tik Tok, then you may want to see how utilizing resources like buying followers and likes from websites such as Getviewed.net as well as others, can help with visibility ready for the advertising season, so people online can take notice and potentially check you out.
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. If need be, you can also reach out to digital marketing experts (such as the ones at Ballantine Digital, for instance) and ask their professional help on how to run the campaigns on targeted platforms. You can take your brand to the global level through online ad campaigns, but if you might not be able to ship your products, it can lead you to lose those potential customers. For a small business, it could be difficult to take care of stocks, shipping, and payment processes. A dropshipping company can help you to deal with various problems like stock management, packaging and delivery of products and even with automated payments. This could be a great assistance in getting worldwide recognition for your business.
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 55 billion Native auctions daily.
Reach outside social: Social promises contextually-relevant native ads that match their environment. Bidtellect promises the same, but across the open web in premium native environments with the ability to avoid undesirable content. Reach more consumers, safely. Native advertising outside social networks and programmatic Native Advertising are the fastest-growing categories of Native (eMarketer). Social media is the least trusted media source (Edelman Trust Barometer).
Online shopping will be even more popular than years past: 2019 holiday online sales were already record-breaking, and ecommerce, strengthened and solidified during the covid-19 pandemic, will continue to dominate consumer shopping.
- 71% of US adults said they planned to do more than half of their holiday shopping digitally this year (daVinci Payments via eMarketer).
- 60% of consumers plan to shop less in-store this season due to fear ofCOVID-19 exposure (Radial survey via MarTech Series).
- 44% of respondents plan to shop more online during this year’s BlackFriday, Cyber Monday and Christmas holidays compared to last year’s holiday season (Quibit study via eMarketer).
Higher mobile engagement this year: It should be obvious, but maybe it isn’t. Mobile usage and engagement continues to grow rapidly. Before setting up holiday advertising 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 had a 106% higher CTR than Desktop in 1H 2020 (Bidtellect 1H 2020Native Report).
- In Q2 2020, Mobile users spent 20% longer on sites per visit after engaging with a Native Ad than Desktop users, and 58% more than tablet users (Bidtellect 1H 2020Native Report).
Mobile shopping: the new way to online shop: Expect mobile usage to be higher than ever this holiday season. That includes shopping online and via apps, comparing prices, and even using click-and-collect options. Make sure checkouts, landing pages, and content are mobile-friendly, and adjust holiday advertising to mobile.
- 37% of US adults said they were more interested in mobile app shopping than they were last year (Salesforce via eMarketer).
- Mobile shoppers spent an average of $197 on mobile orders during the2019 holiday season, a 17% increase over 2018 (Button research via Digital Commerce 360).
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. If you would like, you could use offline marketing and prospecting strategies like cold calling and hire outsourcing cold calling companies to make your holiday campaign a little easier for you. From the perspective of the site, you could make it even easier for buyers to shop online and pick up in-store, too.
Holiday shopping (and sales) will start earlier: Start early, like really early. Shoppers plan to start their holiday shopping earlier this year, and big retailers have sales planned for October. Plus, consumers are less likely to shop in-store and are worried about packages arriving on time in the current climate. They are also more concerned with budgets than in years past. Start sales, holiday gift ideas, content, and retargeting as early as possible.
- 39% of shoppers plan to start shopping for the holidays in October into early November, and 30% plan to start on Black Friday/Cyber Monday (Radial survey via MarTech Series).
- 41% of shoppers say they don’t plan to shop any earlier for holiday gifts (Radial survey via MarTech Series).
- Target will kick off holiday sales in October (Target via The WashingtonPost), while Amazon is considering moving its postponed Prime Day to October (CNBC via The Washington Post).
- 47% of Americans say they may need to start saving earlier for Christmas presents (The Christmas Company).
Charlotte Otremba is Sr. Manager of Communications and Marketing at Bidtellect.