Unique Placements to Make Your Brand Stand Out
The holiday season is upon us. You may be thinking it’s too early! It’s barely fall! We still have months to go! But in digital advertising, it’s never too early to start planning your holiday marketing.
eMarketer predicts holiday retail sales will reach $1.262 trillion this year, a 3.3% increase over last year. But don’t wait until December to start advertising; 54% of shoppers are mostly or entirely done with their holiday shopping by Cyber Monday, and many start long before Black Friday.
Developing Your Holiday Marketing Ideas
So how do you start planning your holiday marketing strategy? Where do you place your ads to be sure potential customers are seeing them? How do you make your products or services stand out against competitors? Keep reading for six specialty placements Division-D recommends to effectively reach holiday shoppers throughout their buying journey.
With Division-D’s access to the Amazon DSP, we can run ads on Amazon-owned and operated properties, utilizing their arsenal of first-party data. Amazon in-market data targets people Amazon has determined are likely to purchase certain types of products based on previous shopping activities.
This is a great option to use to get your brand in front of the eyes of people who are already searching for a similar product.
Amazon’s ASIN retargeting works similarly, allowing you to target people who have previously viewed, searched for, or purchased specific products. This is a great way to use popular products to your advantage. Finding the most-viewed products that are most similar to your own and targeting them with ASIN retargeting helps target users more likely to purchase.
Google Shopping is a placement that shows your product in the Google Shopping tab. This works similarly to Google Search text ads, where ads are displayed at the top of the results based on keywords that were searched for. The user can then see the product name, image, and price without having to first click through to the advertiser’s site.
This ad format helps to increase conversion rates since those who interact with the ad are likely already interested. The ad is only shown to those who search for specified keywords, and they can see the product image before clicking on the ad, guaranteeing those who click through are doing so because they are interested in the product.
Similar to Google Shopping, shoppable ads show a product and its details within the ad. However, these ads also have an “add to cart” button, allowing consumers to streamline the shopping process within the ad. Shoppable ads can also be placed anywhere there is ad space, unlike Google Shopping which only appears on Google or other Google Search partner websites.
These ads are great for incentivizing users to complete the purchase process since adding products to their cart is hassle-free. This ad format integrates with over 35 retailers, giving brands a lot of options for their campaign.
Influencer marketing has become one of the most popular ways to advertise products to Millennials and Gen Z. This age group is very active on social media, often forming connections with people they have never met face-to-face. It just makes sense that advertising evolves to use this to its advantage.
Influencer marketing allows you to piggyback off the relationship a creator has already fostered with their audience. Influencers spend a lot of time building a persona that others can relate to and trust, and it’s difficult for brands to create the same relationship with their consumers. Getting an honest review from someone who knows the social media and influencer ropes can greatly benefit your campaign.
Users tend to turn to Pinterest when planning holidays to find inspiration for décor, recipes, and gifts. This makes it a great place to reach holiday planners ready to try new things. Pinterest ads blend into the rest of the content, combatting banner blindness by encouraging users to interact with them as if they are just another pin.
Pinterest also allows you to upload a catalog so users can shop for your product in the Pinterest app. Pinners can browse a curated list of products recommended to them based on past searches and pins and view similar items to ones they’ve already looked at. When they decide they want to buy, they are sent to the store’s website to purchase.
Digital Out-of-Home includes any digital ads that show in public, including highway billboards, airport TVs, screens on gas pumps, or digital billboards in malls. All of these locations provide great options for reaching holiday shoppers and travelers as they head to the mall or fly to meet family for Thanksgiving.
We even have access to inventory in Times Square, so ask your customer service rep about that if you’re interested.
DOOH ads may serve to multiple people at once, but with device ID location data, we are able to keep track of which users likely saw your holiday ad and retarget them on their personal devices. This can help to remind someone about an ad they saw once they are on their phone or computer and able to interact with the ad.
Ready to Start Planning Your Holiday Marketing Campaigns?
Thinking about how to market your brand during the holiday season can be overwhelming. Division-D is here to help take some of that burden off your shoulders and be your guide to successful holiday marketing.
If you’re interested in running any of the above placements for your holiday marketing or want more information, reach out to firstname.lastname@example.org for help crafting a personalized holiday marketing plan.