Black Friday, Small Business Saturday, Cyber Monday, Green Monday, Super Saturday, and Boxing Day have expanded the definition of “the holiday advertising push” for marketers. The addition of shopping days means it’s time to start decking the halls, hanging the stockings, and putting together your digital advertising strategy for this holiday season.
Wait, should I start planning my holiday advertising strategy now?
Yes, right now. One of the biggest misconceptions about “the holiday advertising push” is that you need to start the campaigns for the Thanksgiving weekend and Black Friday. This isn’t the case. In fact, the National Retail Federation (NRF) reports that by the beginning of November 59 percent of consumers have started their holiday shopping.
Knowing that consumers are beginning their holiday shopping earlier, you should look to get your digital advertising campaigns up and running soon. This will allow you to optimize your campaigns before the big holiday push that comes at the end of November.
Not sure where to start?
We’ve got you covered with some targeting tactics to reach those eager holiday audiences through connected TV, geofencing, and geoframing.
Need a quick refresher on connected TV?
Or geofencing and geoframing?
Year-around gift giver
Shop ’til you drop. Use geoframing to reach consumers that frequent malls or shopping centers throughout the entire year, as they are more likely to return during the holiday season. Holiday shopping behavior begins well before the holiday season.
Loyal shoppers are gold. Target your highest-valued store visitors by enabling geoframing to drive repeat purchases during the holiday season. Better yet, craft a unique message for your ads to drive cross-sell or up-sell opportunities.
Take it to the next level and conquest your competitors’ customers. Use geofencing to target and convert frequent visitors to competitive locations in real-time. Just think about the value of reaching your competitors’ lapsed customers and driving them to your store.
Black Friday enthusiasts
Black Friday is when the holiday shopping rush doubles down for both consumers and marketers.
According to a survey conducted by AdWeek, Black Friday spending increased 21—amounting to nearly $9 billion. The four-day shopping period from Black Friday to Cyber Monday continues to shatter records every year.
Reach consumers that participated Black Friday weekend last year at shopping centers, malls, big box stores, and major retailers with geoframing targeting.
Looking for a jumping-off point? Our geoframing partner has 475 place categories and over 270 branded chains audiences that are ready to use within any digital advertising campaign.
Place categories
Cards and Stationery
Jewelry and Watches
Shopping Centers Gift and Novelty
Toys
Brand shoppers
Apple Store
Barnes & Noble
Adidas
GameStop
Kay Jewelers
Holiday elves
Not all consumers get into the holiday spirit by shopping. Some of us look to classic holiday movies or, even, the Christmas flicks that run on Lifetime or the Hallmark Channel to get into the holiday spirit. To reach those consumers (or holiday elves), leverage connected TV advertising.
Powered by private marketplace deals, connected TV advertising brings the benefits of programmatic to TV advertising to reach highly engaged audiences through the selection of specific deals to reach your ideal audience.
We’ve rounded up a few of our favorite connected TV deals below.
| CTV DEAL | FLOOR PRICE CPM |
|---|---|
| A&E – US – RON (A&E, History Channel, Lifetime, FYI) | $22.56 |
| Crown Media – Hallmark Channel- Connected TV | $24.39 |
| Discovery Networks – RON – Full Episode Player (FEP) – Connected TV | $26.82 |
| ABC (Long Form Entertainment) – US – RON Long Form Entertainment | $30.47 |
| Hulu Originals – US – Hulu Originals – All Devices (Connected TV, Mobile, Desktop) | $42.64 |
| CW – Amazon FireTV RON – Connected TV | $33.26 |
Holiday season = football
The start of the “holiday advertising push” also means the start of football season. Plus, the environment on how consumers watch football is quickly changing. Viewership of NFL games on digital platforms, on an average minute, had an audience of 326,000 viewers per game across different platforms. To take it a step further, the number of audiences streaming via connected TV devices has grown 41 percent, according to AP News.
As more and more football viewers are switching to connected TV devices, so should your digital advertising strategy.
Since CTV advertising is a form of private marketplace (PMP) deal, we’ve rounded up a few deals you could use to target football watchers.
| CTV DEAL | FLOOR PRICE CPM |
|---|---|
| Sling TV – Standard Access – Live Monday and Thursday Night Football – Connected TV | $41.43 |
| AT&T – Live NCAA Football Games (ESPN, Fox Sports) – Connected TV | $36.56 |
| Fubo – Live NFL Football Games & NCAA College Football Games – Connected TV | $36.56 |
| Fubo – Live NFL Games (Regular Season and Playoff) – Connected TV | $34.12 |
| ABC Local – NCAA College Football – Connected TV | $34.12 |
Bonus: Nightmare before Christmas
With the holiday shopping season starting earlier, we figured why not share some targeting options for Halloween. Not that it should be a surprise, but there are actually 422 ghost tours and 415 haunted house venues across the US.
With geoframing, you can reach consumers who have visited haunted houses, escape rooms, and ghost tours in the past year. You could even reach consumers that went to a haunted house last Halloween.
All these targeting options for connected TV, geofencing, and geoframing are Supported Solutions offerings that can be enabled with the help of a member of our Account Management team. Learn more about our Supported Solutions.
