Five tips for a successful Christmas digital ad campaign
The festive season is upon us and now is the time for brands to make the most of their customers’ holiday budgets through advertising. Here at Blis we’ve been running campaigns for our clients for over ten years, so we know a thing or two about creating a successful Christmas campaign. Here we share with you our five top tips to ensure your campaign thrives this festive season.
1. Timing is everything
It may come as no surprise that the most ad impressions around the festive period are on Saturdays. However, when it comes to engagement Wednesdays and Sundays are the days when people are most likely to click.
Based on our pre-Christmas campaigns which ran last year, in the peak festive shopping period between 16th-27th December, the highest levels of ad engagement occurred from 5pm to 6pm, followed by 6pm to 7pm, and then finally 4pm to5pm. If it’s impressions you’re looking for, the highest volumes occur between 8am and 9am, 11am and 12pm, then 12pm and 1pm.
70 percent of our top performing campaigns run over WiFi, which says a lot about the benefits of this type of connectivity: ability to target consumers with rich media, and an increase in dwell time on devices.
According to Blis consumer behaviour research, brand engagement on mobile starts at home. and people are most likely to engage over WiFi networks in locations where they are spending longer periods of time, such as coffee shops, airport lounges and shopping malls. Target locations with WiFi hotspots to increase your chances of engagement as well as access more premium publishers.
Location sheds a lot of light on user context. We can learn a lot about someone based on the places they visit and how frequently they visit them. But when it comes to understanding what these locations mean – don’t be fooled by stereotypes. We identified 94,000 active devices across New Look stores in the UK and spotted them in various locations in the following week.
Car dealerships, Kwik-fits and sports stadiums were the most commonly visited locations – not exactly the fashion conscious demographic we were expecting. It would appear that the people browsing online are, in fact, the boyfriends or husbands while their other half is busy looking through the latest items. Take time to consider who will be most likely to be free to engage with ads at a given location.
Along with the basics of ensuring your ad is responsive, has a clear call to action and user location behaviour is understood, it’s also important not to get carried away by the festivities. As tempting as it is try and avoid getting distracted by the Christmas decorations – make sure that your branding is clear and recognisable. You’ve put a lot of work into your branding, don’t disguise it under an avalanche of fairy lights and tinsel.
5. Advertising is not just for Christmas
Finally, think about generating loyal customers through these campaigns, not just temporary fans. In our experience the campaigns that work best are ones that will perform well all year round. Christmas is a unique opportunity for advertisers but don’t forget to use your knowledge and experience from your current campaigns to inform your Christmas advertising.
If you would like to discuss your campaign objectives with Blis and learn how location drives higher engagement and ROI when used in planning and audience targeting, please get in touch via the website for an informal chat.
Tags: Blis, Blis Data, Christmas, digital advertising, Mobile