The December holiday season is right around the corner. How are you planning to reach your desired target audience?
Consumers know by now that the moment they begin researching a product online – whether it's something they're buying for themselves or someone else – that they will likely see personalized digital ads that match their interests and needs related to their browsing history.
Insights from last year’s holiday campaigns can help advertisers, marketers, and media agencies boost their holiday sales to make their advertising efforts feel as thoughtful and personalized as the best gifts.
According to a study last year from Advertiser Perceptions, digital ads continue to be a high priority for most brands, even though holiday marketing happens across a variety of channels.
It's more important than ever for advertisers to incorporate digital advertising into their holiday marketing strategies to gain a competitive edge this holiday season. Using localized messaging via digital ads helps increase brand awareness and boost sales — an important opportunity that shouldn’t be ignored.
Advertisers, marketers, media agencies, retailers, and consumers can win big during the 2018 holiday season with the following insights.
Holiday Shopping Is More Than Just Gift Giving
Don’t limit your promotional focus to just gift items. We found that the highest performing advertiser categories in the 2017 holiday season were automotive, home and garden, entertainment, food and drink, and shopping.
“Even if your product or service isn’t inherently holiday-esque, we have found that consumers are more likely to spend and are more receptive to digital advertising during the holiday season. To help local advertisers stand out amongst the competition, ZypMedia recommends leveraging all available channels, including linear TV, radio, digital, and OTT this holiday season.”
Aman Sareen, Co-Founder and CEO, ZypMedia
The Key to a Successful Ad Campaign Is Data
The best place to start focusing your strategy is by digging into historical industry data and reviewing trends in your own internal data. Campaigns that leverage data improve marketing ROI by 15-20%. Looking at data trends will help you focus your attention and resources on your highest-performing channels and highest-converting customer bases. While the rush of this spend-heavy season can often cause stress, businesses that are prepared to meet the needs of potential customers can better leverage opportunities.
Advertisers Should Try Over-the-Top (OTT) Advertising This December. Here’s Why:
- OTT adoption is growing. During other U.S. holidays in 2018, the growing majority of campaigns run through the ZypMedia platform were aimed at connected TV users. OTT advertising is a relatively new concept that continues to proliferate year over year. We have already seen OTT double in volume this quarter compared to the fourth quarter in 2017.
- OTT streaming is the new TV. OTT connects advertisers to the living room, especially during the holidays when families have time off from school and work. OTT content is often long format and lean-back in nature. Viewers choose what they want to watch and when they want to watch it, leading to highly impactful advertising. OTT video ads are non-skippable and full-screen.
- OTT is effective at a local level. Brands and retailers can use geographic and audience targeting (demographic, behavioral, interest, etc.) to motivate qualified audiences and move them from top of the funnel to an eventual purchase.
For advertisers looking to access cutting-edge marketing technology, ZypMedia promises the full package. We help large media companies with local outlets, like television and radio stations, plan and execute massive holiday advertising campaigns. SpotX has ranked ZypMedia as one of the top 5 DSPs to help it reach 18x year-over-year growth in advertiser dollars spent on OTT in 2017.
The December holiday season is only a month away. Is your holiday advertising game plan ready?
You only have the next few weeks to capture this heightened holiday advertising demand. The time to start working on those deals is now.
We've got you covered with our complete holiday digital advertising guide. This must-have resource is full of tips, insights, and strategies that will help you be a savvier advertiser and ring in a record-breaking holiday season!