White Friday and the Holidays are quickly coming up and Mohammad Alkurdi, Sales Director at Project Agora is sharing the key trends to optimize campaigns and details on the hands-on webinar Project Agora is offering to help brands capitalize on Native Advertising to boost their end of year sales.
Native Advertising represents the 3rd pillar (next to social and search) of every successful online business strategy. Native Advertising enables advertisers to own consumer “moments of next” by creating meaningful branded content engagements, in moments when people are actively looking to consume new content, experiences, products or services. Turning any content asset at hand into relevant ad-experiences, brands can reach their audience at scale within Project Agora’s top publishers. With the use of the most cutting-edge recommendation technology, the engagement is getting personalized and happening at the exact right moment to bring real business results.
This was and still is no ordinary year. With consumer behaviours having so drastically changed due to Covid-19 circumstances planning for campaigns has become quite difficult for brands. Focusing on data and insights and tracking consumer and readership trends is this year more important than ever.
Based on keyword and image impact data, these are the 3 key trends brands have to consider in their campaign strategy this year:
1) Going big on eCommerce
It’s no surprise that the Covid-19 crisis has given e-commerce a big push – and, therefore, this White Friday, we can expect a lot more consumers to be doing their shopping online, as opposed to in brick-and-mortar stores. Obviously, this is good news for advertisers planning for online campaigns.
2) Getting holidays shopping done earlier
The second trend we’re seeing is that shoppers are going to be looking to get their holidays’ shopping done earlier – and brands need to be in line with that.
Whereas typically, many consumers might leave shopping to the week before, or make last-minute dashes to the shops, this will be more difficult this year with continuously changing restrictions and many consumers feeling uncomfortable going into crowded physical shops. That coupled with the fact that this increase in online shopping might overwhelm delivery services, we can expect that consumers will be looking to get their shopping done earlier this year, and receive their deliveries with plenty of time to spare.
That means you should start promoting your White Friday offers as soon as possible, and consider extending your offers beyond White Friday and Cyber Week to give consumers more time to take advantage of those offers.
3) Use current trends to steer your campaign
Whereas in the past, previous years’ data could be used as an indication of what is to come, this year 2019 data cannot be used as a proxy for 2020. You need recent trends on keyword searches and images to use as a guide, to make ads more engaging. Our full best practices guide can help you with that.
To put theory into action join our hands-on webinar on Wednesday 11 November, 3 PM GMT+2, where best practices and insights will be further analyzed, along with a practical, hands-on platform tour focused on White Friday & Holidays sales.