Before the end of June, businesses in the U.S. get decked out in red, white and blue stripes and stars. Nationwide, people get ready for cookouts and fireworks; traditions that, throughout the years, have remained mostly unchanged. The 4th of July is a huge holiday, not only for the nation to celebrate its independence but also for advertisers and businesses; the entire month of July is known for mid-year sales and clearances. Digital advertising campaigns have a strong influence on these sales.
This holiday presents ample opportunity for retailers and local sellers to gain traction promoting their products and services with digital advertising tactics. If you work with these types of clients, you should consider presenting them a campaign plan focused on taking advantage the consumer drive behind this nation-wide holiday.
According to CNBC, Americans spent more than $7 billion in 2017 to celebrate the 4th of July.
This holiday has become well-known for gatherings of family and friends, and discounts and sales. Today, Fourth of July carves out a sizable chunk of consumers’ summer holiday spending. The average American household spends $346.50 on Independence Day food, beverages, transportation, and supplies.
Make sure the brands you’re working with have a digital ad campaign planned to capture your share of that spending. Remain top of mind next Independence Day by meeting consumers where they are spending a majority of their time: digital content. No matter what you sell and no matter if your brand is composed of e-commerce or brick-and-mortar locations, you can benefit from a digital display, video or OTT 4th of July weekend campaign!
To get the best return on investment, digital advertisers need to take some time to truly understand Independence Day shopping demographics and learn from the trends derived from previous campaigns that ran during this span of time.
At ZypMedia, we saw spikes in three different categories over the long weekend: automotive, society, and home and garden. The data shows that people online are looking for public events and gatherings to go to on Independence day, buying household items like cookout and barbecue equipment, and taking advantage of holiday sales to purchase big ticket items like cars.
We broke down the U.S. Independence Day digital advertising by the numbers. Keep reading to find out interesting data and insights from the Independence Day 2018 campaigns supported by ZypMedia to help you make your next holiday digital advertising plan be your best yet.
The duration of ZypMedia 4th of July campaigns ranged from 1 week to 1 month, and 75% of advertisers preferred ten or fewer campaign days.
Businesses put up offers and sales online during the week of Fourth of July to engage shoppers and support their short-term sales goals.
Rather than allotting your digital advertising budgets toward long-running campaigns, it makes more sense to focus on a short date range to run a focused Independence Day digital advertising campaign.
The products chosen by advertisers to reach their target audience was a mix of over-the-top (OTT), pre-roll video, and digital display ads. 74% of clients preferred digital display campaigns, 19% of clients preferred an OTT digital video campaign, while the rest 7% preferred an online video campaign.
Digital display campaigns were heavily opted for by advertisers for Fourth of July holiday weekend trifecta.
Display campaigns play a large part in online retail purchases. For example, when you have been shopping for a new car, how many times have you seen an ad on Facebook or on a publisher’s website for the vehicle you were looking for?
Alternatively, have you ever seen an online ad for barbecue equipment and thought, “That looks like a cool one for my backyard--I’ll come back to it later” and then searched directly for it on Amazon or Google?
Your customers are doing the same thing! Are you making sure that you’re targeting or re-targeting these customers well in advance of the busy July shopping season? While it’s never too early to start thinking about the next holiday shopping cycle, now is the time to make sure that you have a robust marketing plan that includes display advertising, especially if you are an eCommerce advertiser.
The highest performing advertiser category was automobile constituting 30%, followed by society at 27%, which was supported mainly by Independence Day special events, picnics, and gatherings.
At ZypMedia, our top categories of advertisers comprised of automotive, society, home and garden, arts and entertainment, and hobbies and interests.
‘Automotive’ topped our advertiser category chart.
Timing your car purchase is very important if you want to get the best deal possible. Certain holidays provide good buying opportunities since manufacturers traditionally offer special incentives. The Fourth of July is one of the best holidays to shop for a new car. Advertisers should leverage this fact and act upon selling ads to automotive dealers who want to up their sales during this holiday.
The second highest performing advertiser category was ‘society’ constituting 27%. The campaigns were mainly run by churches and event places that were hosting 4th of July special events and gatherings to celebrate.
Grilling season is in full swing, and Independence Day sales feature deep discounts on some of the most coveted brands in the biz. The best prices on grills – barbecue equipment, electric, charcoal, and gas – come during summer time. Leveraging this time of year for boosting sales for backyard household items is a smart move.
Vistar media reports that consumers are looking for deals and discounts en route to visit friends and families for backyard barbecues. This supports why our home and garden campaigns performed well for the Independence Day digital campaign.
66% of advertisers used managed networks as a tactic for targeting the selected audiences.
When advertisers use managed networks as the tactic to reach their audiences, they get to choose the network they want their digital ad to be shown to. The network of digital ad viewers can be custom made, selected based on the area of interest to your potential user, or based on demographic categories.
For the Fourth of July campaigns supported by ZypMedia, advertisers used networks like ‘family network,’ ‘adults interested in cars network’, ‘event network’ and more.
Our ad operations team observed the highest performing CTR between July 1-4, 2018.
A CTR is the measurement of the ratio between how many people are exposed to the ad and how many people actually click the ad. A higher CTR during the Fourth of July weekend indicates that more people were clicking on ads during that time, which supports the idea that the Fourth of July Day weekend period, which was July 1-4 this year, was the most active time for running the Independence Day campaigns.
This year’s learnings should be applied to next year’s digital advertising game plan.
Taking a look at this year’s campaigns and sales figures for your next year’s campaign will help you make better business decisions. What had better ROI, email, or display ads? Campaigns that use data improve their marketing ROI 15-20%. Looking at data will help you focus your attention on your highest-performing channels and highest-converting customer bases.
You got many websites hits from the Independence Day campaign. Don’t let them go to waste. Use retargeting to pull in more sales after Independence Day.
Want even more insights to help you launch digital advertising holiday campaigns? Learn more about the digital products we offer and contact us to get started. We live and breathe digital, and can’t wait to help you out!