The biggest shopping event of the year is less than two months away! According to research by Criteo, 55% of American consumers start thinking about gifts in September.
As retailers look to boost their Black Friday sales, it is time for agencies and marketers to plan their Black Friday programmatic advertising strategies.
With online shopping more popular than it has ever been, Black Friday sales are projected to rise by 20% over last year.
Surveys show that 45% of consumers begin their gift search on search engines and 31% on retail websites, making programmatic advertising an important part of any Black Friday strategy since digital ads will spur online sales.
As you begin to plan your campaigns for the upcoming sales season, it is important to choose your ad spending carefully in order to maximize your ROAS (Return on Advertising Spend).
Changing consumer habits have caused gradual shifts in the global e-commerce scene. With more people shopping online since the pandemic, marketers need to adapt their programmatic strategies by selecting high-value and relevant audiences from reputable data vendors.
Black Friday Programmatic Strategies
Programmatic advertising allows advertisers to buy audience segments from data vendors on demand-side platforms to create targeted ad campaigns. Marketers can either buy pre-built audience segments to activate on open marketplace audiences or reach out to reputable data vendors for custom audiences custom built for activation on major DSPs.
Here are a few ways to make the most out of your advertising budget.
1. Launch an omnichannel campaign
Engage cross-channel campaign targeting across desktop, mobile, and social channels to improve consumer experience, customize brand visibility, and optimize campaign delivery.
2. Optimize your campaign with metrics
Programmatic campaigns provide a gold mine of metrics about your consumers. This can include data on the channels your consumers engage with, their habits and preferences, and the success of your ads. Take advantage of this insight by using these metrics to optimize future campaigns. For example, when AlikeAudience Data Strategists built custom segment products for one of our financial clients, the client decided to switch to a different DSP when the previous DSP performed poorly, resulting in a fourfold increase in impressions and click through rates.
3. Think broader
People use multiple devices on a daily basis, making it imperative that you figure out which platforms your target audience engages with throughout the day. Instead of inundating consumers with irrelevant and unvarying ads, use data to embed your messaging into the daily internet use of your target audience. Maximize your advertising campaign by focusing on audience segments (who sees your ads) instead of advertising channels (are your ads video/text) for a more targeted ad experience.
This means figuring out your best customers, and the action you want them to take. The more you can narrow down your target audience’s lifestyle, behaviors, demographics, and purchases, the more effective your campaign will be.
AlikeAudience helps agencies and marketers plan their Black Friday campaigns by providing them with high-value, high-performing audience segments. With 6000+ segments across Demographics, Behavioral, Psychographics, B2B, and more from mobile data at scale, you can create the perfect campaign to engage your best customers. We also offer custom segments, created by our team to the customer’s specifications, or off-the-shelf segments available at scale on 17 platforms.
One customer, Black Yak, wanted to target people interested in outdoor adventures and people who had shown a purchase intent in online shopping for men and women’s fashion. AlikeAudience’s data strategists created custom audience segments for them, leading to a hugely successful campaign. As a result of AlikeAudience’s custom segments, Black Yak’s customer engagement and sales conversion on e-commerce channels increased by 300%.
Giant retailers like Walmart and other leading banks have worked with AlikeAudience for their Black Friday/Cyber Monday or other festive campaigns, leading to a massive increase in web traffic, lowered CPA (cost per acquisition), increased brand awareness, hitting or sometimes exceeding campaign goals.
AlikeAudience’s segments perform with up to 90% accuracy in key segment categories and are sourced closely from original, consumer-consented, and deterministic CRM data. This means high-scale, fresh, and relevant audiences with flexible lookback windows.
What About Privacy?
The latest research shows that the majority of online users today are concerned about how their personal data is being used by companies, as well as eroding personal privacy issues in recent years.
For brand safety, this is one of the most important considerations when selecting data vendors. Ensure that your data vendor is fully compliant with industry standards such as GDPR and CCPA as well as commits to high privacy standards with integrity.
When it comes to privacy, AlikeAudience is uncompromising in our standards and processes to protect consumer privacy. Unlike other data vendors, AlikeAudience is not a data aggregator, nor do we use “recycled” data in the marketplace. By working exclusively with consumer consented data and opted-in Mobile IDs that are fully compliant with GDPR and CCPA regulations, we consistently achieve high campaign performances from consumers who are more inclined to engage with relevant ads, making your campaign a success.
Want to maximize your Black Friday programmatic advertising?
Search for AlikeAudience on Our Partner platforms or contact a Data Strategist today to evaluate your campaign goals.
