Advertisers Must View Black Friday As a Process Rather Than an Event

Blis news from around the world.

Keep up to date with our latest press releases, market insights and media coverage.

Advertisers Must View Black Friday As a Process Rather Than an Event

Love it or loathe it, Black Friday has been widely adopted by UK retailers both on and offline. In this piece by Alex Wright, head of insight, Blis, he discusses how their exclusive research paints a picture of a busy week for retailers in the run up to Black Friday.

Depending on which forecast you’ve heard, UK consumers were anticipated to spend anything between £3bn and £10bn on Black Friday sales. In fact, PWC reported that over half of us said we were likely to hit the shops during one of retail’s biggest weekends of the year.

Despite the hefty predictions, spending behaviour has perhaps been more constrained than expected. Analysis firm Springboard reported that footfall figures were down 3.6% on 2016; whilst according to IMRG, the UK’s industry association for online retail, online sales were this year’s real winner, with £1.4bn spent on online sales, up 11.7% on last year.

Black Friday 2017: How it unfolded

Purchase data is only part of the story, however. We wanted to develop a clearer understanding of exactly how this busy period unfolded in London’s most famous shopping destination: Oxford Circus. Only by understanding how shoppers act in the days leading up to, and after, Black Friday can one truly understand its impact – and better plan for it.

We measured footfall in Oxford Street from Tuesday 21st November until Sunday 3rd December and monitored five different store types: cafés, electronic, fashion, grocery, and homeware stores. The objective was to gauge a broader understanding of shopper behaviour throughout the week leading up to Black Friday, and then into the following week.

We considered various factors, including the volume of footfall in the run up to Black Friday on 24 November 24; the increase – if any – on the day itself; whether certain demographics engage in the event more than others; what happened afterwards; and how these insights might impact the call-to-action marketers choose for ads. Here are the highlights of what we found out:

Black Friday: A moveable feast?

In the two days leading up to Black Friday, Wednesday 22 and Thursday 23 November, footfall was consistently high. Although Black Friday did see a large amount of footfall traffic, the traffic was, in fact, flat versus the day before.

Christmas (shopping) comes early

For many, this week marks the beginning of the Christmas shopping period. While there was a drop in footfall for a couple of days after Black Friday (which may have been a result of the security scare that evening) footfall traffic around Oxford Circus stayed at similar levels before spiking on 1 December.

Thirsty work

Cafés stand to benefit particularly strongly from this action-packed Friday, it seems – with brands such as illy Caffé, Caffé Nero, and Starbucks amongst those that showed the strongest increase from the day before. It was cafés, in fact, which saw the largest increase in football on Black Friday, followed by fashion stores – no doubt reflecting shoppers’ desire to refuel and refresh as they seek out the best deals.

Across most stores – but particularly fashion – footfall was consistently high from the Wednesday 22 November onwards. Our data showed a predominance of fashion brands when it came to stores with the most footfall on Black Friday – household names such as GAP, H&M, New Look, Primark, Topshop, Urban Outfitters, and Zara all feature here.

What’s more, if we consider Tuesday 21 a ‘normal’ day, Black Friday saw an increase in footfall of over 100% across all store types monitored – which numbered almost 200 stores in total.

Generation X: A bargain-hunting demographic?

Interestingly, in terms of demographic, those aged 45 to 55 were the most active group, followed by those aged 35-44. Those in Generation X, it seems, are busy picking up deals – perhaps for their children or parents in anticipation of Christmas. Those aged 56 and above were the least active, which may suggest that these generations have been the slowest to adopt a ‘Black Friday’ habit.

Black Friday shopping is not a sprint – it’s a marathon

The overarching message from our data, however, was that shoppers don’t see Black Friday as a one-day-only opportunity. Rather, they view this week as one long shopping (and browsing) bonanza.

Recommendations for brands

In light of these insights, it’s crucial that brands show they have their fingers on the pulse and respond to what they can learn from consumer behaviour. We’ve come up with a few top tips to ensure brands enjoy a Black Friday bonanza:

  1. People will browse in-store before buying online: embrace showrooming
  2. Don’t just focus on the big day in isolation, but promote deals leading up to and throughout the week so you’re not overly reliant on a 24-hour period: our data also showed a clear increase in footfall from 18 November onwards, with the ‘Christmas effect’ really kicking in as December begins.
  3. Understand the path-to-purchase by vertical
  4. Approaches taken by advertisers need to differ by sector. Fashion brands may opt to focus on directing people to store, for instance, while for others digital engagement will be key in order to drive the online purchases which fared particularly well this year, and which continue to grow year-on-year. Fashion stores saw the most overall uniques, perhaps thanks to a propensity to want to try clothes on in stores for many shoppers, and marketing strategies must reflect this.

Black Friday is here to Stay

Retailers must plan for Black Friday carefully in order to kickstart one of the busiest times in the retail calendar, especially in a climate of economic uncertainty, continued digital disruption, and constraints on spending.

Click here to view the original article.

Tags: , , ,

Blis Blis

Leave a comment

Most recent blog posts
Partner Spotlight: Blis Blog Q&A with Tapad


Partner Spotlight: Blis Blog Q&A with Tapad

Question 1: How long have you been at Tapad and what is your role?

Chaya Jethwa, Director, Data Partnerships, joined in September 2016. The role involves managing all post-sale client accounts, training clients on how to use Tapad’s Graph and cultivating existing relationships.

Question 2: How does Tapad help solve marketer challenges? How does your new brand mission- to reinvent personalization for the modern marketer- fit into that?

Tapad is a global marketing technology company providing a comprehensive suite of identity-based marketing solutions. By leveraging the company’s proprietary and privacy-safe Tapad Graph, Tapad’s products are purpose-built to bridge consumers’ behavioral signals across every device and help marketers discover new audiences, connect with existing ones, and ultimately deliver personalisation at scale.

Question 3: What benefits does the partnership with Blis bring to buyers as well as the adtech ecosystem?

By leveraging the Tapad Graph, Blis are able to work with an identity provider that offers compliant and privacy-safe datasets. Tapad’s solution offers Blis greater scale, greater device reach and increased engagement without compromising on privacy.

Question 4: What are use cases for the Blis + Tapad partnership? (Please provide a few examples from different verticals).

The Tapad Graph amplifies Blis’s own dataset for increased targeting and attribution.

Question 5: What is one piece of advice you would give a marketer who is (and is not) using location data right now?

Location is one of the strongest signals of real world behaviour. In advertising, it can be used to connect with consumers based on current location, to gain insight into consumer’s path to conversion or to measure marketing effectiveness. Location data can be even more powerful when paired with other data sets such as identity-driven data.

Question 6: What adtech trends does the digital marketer of 2018 need to keep up on?

Personalisation is the next big trend. The next level of personalisation will address real-time decision making and will help brands understand how a consumer’s behaviour from pre, point of and post conversion can serve as a guide to more meaningful connections.

Question 7: If there was one piece of content you think every marketer should read, what is it? (Other than this blog post of course!)

Question 8: Feel free to add anything else you would like to cover for our readers.

Please visit our website for more information

Read more

Partner Spotlight: Blis Blog Q&A with Telaria


Partner Spotlight: Blis Blog Q&A with Telaria

Blis has partnered with leading direct suppler, Telaria, to provide clients access to new premium content and audiences across global markets.

Question 1: How long have you been at Telaria and what is your role?
I’ve been Managing Director, EMEA, at Telaria for 2 years. During my time at the company, we have rebranded from Tremor Video to Telaria, sold off our DSP (so now we are a pure-play video SSP) and expanded into Europe. It’s been a busy couple of years to say the least!

Question 2: How does Telaria help solve marketer challenges?
Marketers face many challenges when buying video, at the moment transparency and fraud are at the front of their minds. Here at Telaria, it’s a priority for us to find solutions to overcome both of these challenges. We operate with total integrity and are 100% transparent with all of our fees – no hidden charges, with an SSP that allows both publishers and demand partners to pull their own reporting and thus ensure they can see where their pounds are being spent. We work with primarily premium publishers and so, along with vetting all of our sites manually, we also partner with 3rd party vendors to ensure we limit fraud on our platform. We’re so confident that we are doing the best possible job, that we’ve introduced the Fraud Fighter Guarantee. This guarantee means that we will refund any fraudulent impressions bought across our platform, so that marketers can be sure they are buying what they think they are buying.

Question 3: What benefits does the partnership with Blis bring to buyers as well as the adtech ecosystem?
Telaria’s partnership with Blis allows buyers to access Telaria’s premium inventory while using the advantages of the Blis DSP, as well as Telaria’s industry leading platform including live, real-time data, diagnostics tools and reporting. Buyer partners (DSP users along with agency buyers) can access Telaria’s live Deal Dashboard and troubleshooting tools, which ensures quick turnaround times when setting deals live across Telaria’s premium publisher partners.

Our server-to-server integration allows buyers to quickly return an ad to the publisher, resulting in a seamless ad viewing experience. Telaria is on the latest spec of OpenRTB2.5, which allows publishers to fully characterize their supply for full transparency for buyers. Telaria is then able to package up the most relevant inventory for each buying circumstance. Packages including high viewability, completion rate, content verticals and demographic data are all a part of Telaria’s standard packages. Telaria also regularly curates custom packages for buyer partners for specific campaign needs.

Question 4: What advertising trends do you predict for 2018?
At Telaria, we believe CTV is going to be one of the most talked about trends in 2018. We’ve found that the levels of CTV advertising across the globe differ vastly – from the UK to France, Australia to the USA, we’re all at varying levels of adoption.

Question 5: If there was one piece of content you think every marketer should read, what is it? (Other than this blog post of course!)
Because we think CTV is going to be so important to the advertiser community, we think the content we’ve developed that educates and outlines the CTV opportunity should be required reading. We’ve been touring around agencies and marketers showcasing our CTV University program – if you want to be involved please do reach out to the Telaria team!

Read more

Partner Spotlight: Q&A with RSi’s Ansa


Partner Spotlight: Q&A with RSi’s Ansa

Question 1: How long have you been at RSi and what is your role?
For the past three years, I have been responsible for creating and scaling Ansa, a web-based solution from RSi – Retail Solutions, Inc., that has enabled over 75 of the world’s largest CPG companies and their agencies to build, measure and maximize the performance of their shopper marketing campaigns running in support of the nation’s leading retailers. I am responsible for all aspects of business development, partner and agency relationships and the overall revenue growth of Ansa.

Question 2: How does RSi help solve marketer challenges?
Shopper marketers’ biggest challenge is to connect their online campaigns to in-store results. RSi’s Ansa solution provides the intelligence they need, based on daily, store-level POS-data from the largest US retailers in order to plan, target, and measure the impact of their shopper marketing campaigns. Retail Solutions Inc. has partnered with the leading ad networks in Shopper Marketing, such as Blis, to make Ansa’s automated analytics available for the world’s largest CPG companies and their agencies. To measure and maximize their digital ad campaigns, all they need to do is ask for Ansa inside their next campaign.

Question 3: What benefits does the partnership with Blis bring to buyers as well as the adtech ecosystem?
With RSi’s Ansa solution, building, dynamically optimizing, and reviewing attribution measures for every digital ad campaign has never been so simple. Here is how it works:
1. STORE-LEVEL TARGETING: automatically get from Ansa your store targeting data as store addresses, lat/longs or by Ansa Digital ZIPs to identify stores with the greatest sales potential prior to launching hyper-local media.
2. IN-FLIGHT OPTIMIZATION: see in real-time how sales are trending in your targeted stores vs. a 52-week historical average, and get access to dynamic optimization lists that can guide budget reallocation.
3. MEASUREMENT & INSIGHTS: get access via the online portal to end of campaign analysis just days after the media campaign is over. Visualizations give you a standardized set of analytics, such as sales lift, incremental dollars and units, confidence level, weekly lift, characteristics of high performing stores, etc. Prove and improve your media to help you fine-tune strategies for your future campaigns.

Question 4: What are use cases for the Blis + RSi partnership? (Please provide a few examples from different verticals).
If you are a shopper marketer, maximizing your budgets, understanding performance of your marketing tactics and generating key learnings from those marketing tactics are tasks that are essential to your business.

Running a digital marketing campaign with Blis, and Ansa’s daily, store-level sales intelligence helps make that extremely for the CPG community and shopper marketers specifically.

For existing products, Blis campaigns using Ansa targeting can reach a targeting efficiency of 2:1 vs. campaigns that do not use Ansa store-level targeting thereby ensuring that every dollar is spent driving sales to your most important retailer locations.

Blis campaigns optimized with Ansa typically identify and heavy up investment around 16% of stores that are trending significantly ahead of the average store during a campaign and identify and decrease investment around 14% of stores that are trending significantly behind the average store, therefore ensuring that your budget is being optimized surrounding stores that are over-performing during a given campaign.

After each Blis campaign, Ansa automatically generates measurement of Featured Item Lift and Halo Item Lift at both the total event and week levels. Results are completed 5 business days after the end of each campaign and allow you to learn quickly and improve continuously, all at an amazingly affordable price.

Question 5: What shopper marketing measurement trends do you predict for 2018?
Optimization in-flight based on store sales trends during campaign. Optimizing on engagement, intent and / or clicks may be ok for some campaigns but more and more frequently shopper marketers are tasked with driving sales at their most important retailers. And understanding how their marketing tactics performed 5-6 weeks after a campaign has finished is just not fast enough anymore in today’s fast paced world and puts media providers at a severe disadvantage. By utilizing automated reporting that allows Ansa partners like Blis to understand and optimize their media in-flight based on daily, store-level POS sales data you now empower your media partner to act on supporting the stores that are driving your product sales which can ultimately provide a powerful boost to a shopper marketing campaign.

Question 6: If there was one piece of content you think every marketer should read, what is it?
(Other than this blog post of course!)

Think with Google and Facebook IQ are two fantastic sources of resources. Articles, trends, case studies, POVs, insights, etc… pretty much everything you need to read to keep you up-to-speed in this very fast-paced environment.

Read more