Black Friday 2022 online sales were up 2.3% compared to 2021, with $9.12 billion spent overall on online purchases.
So, if last year is any indication, Black Friday 2023 looks to be another advertiser spending spree â€“ which is great news for digital publishers. Here are three quick tips to help your advertisers make the most out of the sales season.
Mobile on the move
Consumers turned to mobile shopping for their Black Friday purchases, making a record 48% of e-commerce purchases versus 44% in 2021. Mobile searches for â€œblack friday dealsâ€ grew by over 200% in the past three years. Capitalize on the mobile trend with new and dynamic ad formats. Use video content and compelling creatives to break through the clutter and capture attention. Remember that mobile and desktop formats are very different â€“ for example, video ads perform better when viewed on mobile than on desktop in terms of breakthrough. Share of screen and interactivity is key.
Iterate and optimise
One of the key advantages of a self-serve platform is that it allows advertisers to quickly adapt their creatives if they arenâ€™t performing at their full potential. Creating and comparing multiple iterations has never been easier â€“ which means optimizing ad campaigns is an absolute must. Real-time measurement will allow advertisers to instantly get feedback about ad performance and react appropriately. For more tips on real-time campaign feedback, talk to your Customer Success manager, who will gladly help.
Even though the Black Friday season seems to get longer every year (with the additions of Thanksgiving, Cyber Monday, Cyber Week, etc.), itâ€™s still a limited period, and instilling a sense of urgency in consumers is essential. Advertisers can offer themed promo codes to tempt on-the-fence prospects into purchase. Consumers are likely to research their desired products ahead of time, so make sure that creatives have multiple touchpoints before purchase. Leverage CRM systems to offer repeat advertisers deals and target them with emails to create new ads.
Black Friday 2023 looks set to be an exciting and profitable period for publishers and advertisers alike. Remember: try dynamic and video-based mobile ads, measure results in real-time, and create urgency with CRM outreach and personalized promo codes. Best of luck this holiday shopping season!