The Secret to Effective Black Friday and Cyber Monday Media Planning
Since its July 2015 launch, Amazon Prime Day® has transformed what was historically a slow month for retail into an essential three-day shopping event for consumers and advertisers alike. It’s also given media planners some food — plus tech, home goods and other sales data — for thought leading into Cyber Monday and Black Friday.
We know, for example, that in 2017 Amazon’s Echo Dot and Fire TV Stick were top sellers for the online retail giant, which reportedly garnered about half of all Black Friday sales. We know, too, that Instant Pot and 23andMe were somewhat surprising top sellers in the non-Amazon branded product category for both Prime Day and Cyber Monday. Many advertisers lean on these types of high-level shopping trends and associations to inform their holiday targeting plans.
But all of this data, while directionally useful, is far too high level to be terribly instructive for media planning. When your job is to target actual people, it’s essential to have audience insights that lend deeper, more strategic consumer intelligence into Cyber Monday and Black Friday 2018 planning.
Advertisers need to know purchase patterns, propensities, and other influencing factors about the demographic targets they want to reach so that they can reach the right customers along their omnichannel purchase journey. Planners who have that breadth of audience data can use it not only to know, say, that their target customers bought an Instant Pot on Prime Day, but also to be aware of what other products those targets have a greater likelihood to buy.
For example, here are some details we know about the demographic propensities of people who buy pressure cookers and enjoy cooking for fun — a key function of the Instant Pot — pulled from Neustar AdAdvisor® Audience data:
• Age skews young: early-mid 30s
• Household income skews high: around $100,000 a year
• Purchase propensity: Significant overlap that this purchaser is also likely to own two laptops, at least one of which has been purchased in the past four to five years and costing between $1,000 and $1,499
A smart planner, therefore, might want to seize on overall holiday consumer tech purchasing trends, in addition to home and kitchen goods, to effectively target this audience at a time when those products are in high demand
Deterministic audiences — those built off of real, privacy-friendly, consumer behaviors — can also inform more targeted advertising. They tell planners which audiences downloaded apps or shopped at certain retail locations in the past. Through geo-fencing and mobile location data, media planners can reach 20 million devices from shoppers with foot traffic presence during Black Friday 2017. It means omnichannel retail marketers can be better prepared with a strategy that considers both offline and online touchpoints that account for targeting last year’s brick and mortar shoppers should they do digital and/or mobile shopping research or purchasing for Black Friday (or Cyber Monday) in 2018.
Neustar AdAdvisor features a repository of 20,000 modeled and deterministic audiences that are constructed through survey-panel household and demographic data, so planners can create Black Friday and Cyber Monday profiles like:
• Households that respond to incentive offers and regularly use coupons who will be looking to cash in on holiday savings
• Lifestyle statements of individuals that “like to have a lot of gadgets” and would want to take advantage of electronics discounts to upgrade their tech
• Custom geo-fenced targeting of households within a three-mile radius of a mall or particular department store that will start their in-store bargain hunting once the clock strikes midnight
Black Friday and Cyber Monday are fast approaching. Advertisers aspiring to accurate, omnichannel reach should prepare for the big event by looking beyond simplistic Prime Day and other general retail trends, and instead leverage real consumer attributes when planning their upcoming campaigns.
To ensure you are reaching the right customers, AdAdvisor’s robust repository of verified consumer data, coupled with Neustar’s extensive identity network, offers media planners a multitude of tools to meet all of their Cyber Monday and Black Friday targeting needs. And since AdAdvisor audience data is designed to protect customer privacy, you can reach these audiences while ensuring that sensitive information is kept separate from targeting.
AdAdvisor households are profiled through an extensive set of surveys, purchase data, panels of Internet users, and much more to determine likely consumer behavior.
Using the proprietary Neustar OneID® system, this data is tied to real users through verified household demographics and active devices. And because all AdAdvisor audiences are corroborated by over 260 unique data partnerships, we are able to offer mobile app and mobile location data that empowers advertisers to target users with real, pre-defined behaviors, while ensuring consumers’ identities remain anonymous and private.
Due to our neutral-market policy, AdAdvisor audiences are available within the industry’s leading DSPs and DMPs, so once you have a strategy for your campaign, you can plan, target and activate upon your preferred audiences on the DSP of your choice.