The holiday season can be one of the busiest times of the year. Preparing for your upcoming holiday campaigns can help you capture the increased revenue opportunities that the season provides. There are three tips and tricks to keep in mind to help you launch successful digital advertising campaigns.
- Plan Early & Read Up on Industry Trends
It is important to read up on holiday trends within your perspective vertical. It is vital to understand the landscape in which you will be competing. See if any historical data or trends can give you a sense of how the holidays will affect your industry.
- Adjust your Bid Strategy & Optimize your Budget
With any industry, one thing is true across the board: programmatic becomes more competitive and CPMs rise during the holiday season. It is important to understand that you cannot maintain your Q3 bid strategy. This is because bidding at a lower CPM, plus increased competition, will result in a lower win rate. A few inexpensive targeting strategies that you can incorporate include categorical targeting, site list targeting, and open geo-location targeting. All come without any data targeting costs and will lower your overall CPM.
Another strategy that can be fruitful during the holiday season is retargeting. Studies show that people research their gift ideas more around the holidays. Retargeting enables advertisers to reach their customer at different stages of the buying cycle and re-engage them.
MediaPost forecasts that by 2017, 75% of all programmatic display ads will be mobile. More people are searching on their mobile devices now than ever. Integrating mobile campaigns into your strategy will enable you to reach more consumers. One form of targeting to try out is contextual targeting. It allows you to reach consumers in relevant places both in-app and mobile-web placements. Be sure you make creative that translates to smaller screens and advertise on sites that are mobile optimized to create a better user flow. Also be aware that mobile is a more competitive landscape.
Begin your holiday planning early and stay up-to-date on how the season may impact your industry. Be prepared for a more competitive landscape and adjust your bid strategy accordingly. Consider advertising on in-app and mobile friendly sites to reach users shopping on their mobile devices. Keep all of this in mind, and you will rock this holiday season.