2024假日广告

Advertising and shoppingtrends to maximize yourholiday campaigns Holiday shoppingis changing... canmarketers keep up? METHODOLOGY DISQO surveyed 3,115 USadults (18+) from our first-party audience, July 25-31,2024. Among this group, 89%(n=2769) said they plannedto shop for the holidays. Thedata informing the report wasbalanced and weighted torepresent the US population onage, gender, and income. WHEN Holiday shopping was once relegated toNovember and December with the bulk ofpurchases made during Black Friday andCyber Monday. Now, retailers offer holidayevents and deals as early as September towin the battle for consumer mindshare (anddollars) amid fierce competition. More than 2.3 million peoplehave opted in to share theirbrand experiences withDISQO, empowering clients tocultivate deep insights abouttheir target audiences andto perform objective, single-source measurement of adeffectiveness on attitudes anddigital behaviors. HOW Consumers now seamlessly switch betweenshopping in-person and online via mobile,tablet, or computer. They’re experiencing adsacross multiple touchpoints and devices,which means that omnichannel campaignsare now table stakes. During a time whenevery brand is vying for consumer dollars, it’seven more important for brands to reinforcetheir messaging across the media ecosystem. WHERE The way people discover products has also evolved. Search on social and retail media isgrowing as new opportunities arise for marketers to reach engaged consumers. NewDISQOfindingsshow that 73% of people use retail sites to discover products — the same percentageas those who use traditional search engines. The bottom line Advertisers must get creative about how they reach their customers this holiday season tobreak through the noise. This starts first and foremost with understanding how, when, and wherepeople plan to shop this holiday season. In this report, we’ll offer data-driven insights to helpmarketers effectively reach and resonate with holiday shoppers where it matters most. The 2024 holiday shopper Let’s set the stage with ademographic breakdown of thosewho said they plan to shop forthe holidays this year, whether forthemselves, for others, or both. WE ASKED Do you plan to shop for theholidays this year? Generation Across generations, people plan to shop for the holidays. Millennials and Gen Xers makethe greatest share, however Gen Zers and Boomers are not far behind. Brands have anopportunity to capture attention from a wide audience if they show up in ways thatresonate across generations. Income People across income segments also plan to shop this holiday season. The bulk of shoppersfall within the lower- to middle-income range. By focusing on this cohort while cultivatingopportunities that attract upper-income shoppers, marketers and media platforms canoptimize campaigns for maximum impact. An extended shopping season On the heels of the Olympics and amid a contentious presidential election, advertising for the2024 holiday shopping season is falling at an interesting time. Marketers must be mindful of whenthey launch their holiday campaigns to effectively position their brand in the seasonal craze. Marketers should be prepared to start holiday marketing early. Over half ofholiday shoppers said they plan to start their shopping before November (52%).Nearly one-fifth said they would even start before October (18%). Another 40%said they would start shopping during November, with a focus on the firsthalf of the month. This doesn’t mean that there aren’t opportunities to capture dollars atthe end of the season, though. The majority of holiday shoppers (55%)said they plan to shop through December. Overall, this means thatmarketers have more time to market to holiday shoppers and toposition their brand as a holiday favorite. Campaign timing matters So, when should brands launch campaigns? Too early and they risk missing themark with the messaging. Too late and they risk missing out to competition. While some people are open to holiday ads before October, the holiday shoppingmindset really sets in when October begins as people seek gift guidance, inspiration,and deals. The sweet spot is early October through Thanksgiving (76%). Brandsshould tap into this prime time to reach customers from discovery to purchase. 76%think campaigns shouldstart before Thanksgiving Thanksgiving’s consumer influence Thanksgiving Day represents a prime advertising moment for holiday shoppers. The Macy’sparade, for example, offeredinnovationsin digital advertising that enabled brands to reach themass audience of parade viewers during one of the most memorable holiday events. However,do these placements actually move viewers to action? WE ASKED NOT INFLUENTIALINFLUENTIAL Are ads run on ThanksgivingDay influential on your holidayshopping plans? Overall, people said that Thanksgiving Day ads are influential in holiday purchase decisions withnearly half saying they were “very influential.” Younger