Digital advertising was front and center in 2018. According to Adobe Analytics, eCommerce saw $126 billion in online sales during the holiday season alone, representing a 16.5% year-over-year increase. Increases in digital advertising budgets helped drive this strong eCommerce performance resulting in a higher return on ad spend.
Now that you know why you need to focus on digital advertising this holiday season, let’s talk about how local media companies and advertisers can win big during the 2019 holiday season with these insights:
1) Holiday shopping is more than just gift-giving.
Don’t limit your promotional focus to just gift items. At ZypMedia, we found that the highest-performing advertiser categories in the 2018 holiday season were automotive, health and fitness, home and garden, and education.
2) Targeting is key.
It’s important to understand that your products and services have a target audience that can be defined and catered to. As an advertiser, your primary goal is to find ways to identify who these people are so that you can create relevant ad campaigns that speak to them directly.
For example, as a local media seller, if your clients are brick-and-mortar stores, then help them target locally! If they are an online business, focus on targeting customer interests and demographics.
3) Use data for success.
The best place for you to start focusing on your ad strategy is by digging into historical industry data and reviewing trends in your own internal data. You can also use data to target people who have been to your client’s website or liked your client’s page, a concept referred to as retargeting.
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.
4) Timing is everything.
Consider your buyer’s journey while deciding how long your campaign needs to run. Running your ad at the right time of the year or day can make a huge difference. Give your customers enough time to act.
Different types of ad campaigns need different time spans to run. For OTT ad campaigns in general, ZypMedia recommends at least a three-week-long ad campaign and then optimize whichever metric performs best.
Start planning ahead. Look for ad platforms that help you install a lookalike pixel on your website early during the planning stages, so you know what your audience looks like when you are ready to launch a campaign. Use the findings to apply to the right target market and potentially target more people.
5) Create holiday-themed ad creatives with a clear CTA.
Get creative, cheery, and bring in the holiday spirit with your ads to motivate holiday shoppers to take action.
Lastly, there’s no such thing as a successful marketing campaign unless there is a successful call-to-action (CTA). CTAs vary depending upon different types of ad campaigns. For example, a strong sales-centric CTA is a good choice to use for a retargeting campaign.
Help viewers understand how to move through your campaign steps. This clear guidance will boost conversions.
The December holiday season is only a month away. Share this blog post with your clients to kick-start conversations about their best options for a holiday promotion.
For advertisers looking to access cutting-edge marketing technology, ZypMedia delivers the full package. We help large media companies with local outlets, like television and radio stations, plan and execute massive holiday advertising campaigns.
You only have the next few weeks to capture this heightened holiday advertising demand. The time to start working on those deals is right now.
ZypMedia offers premium inventory at a large scale, including display, pre-roll, and OTT. We can push campaigns live very quickly, and our team of digital experts is ready to help you set up and optimize your digital advertising campaign.
You have questions about selling digital advertising this holiday season. We have answers. Learn more about how our digital solutions can support your business growth and drive holiday sales in 2019 by subscribing to our newsletter.