Sun, Surf, and CTV: Summer Marketing Has Returned
by Stephen Graveman
3 Min Read
Summer’s officially here, but we don’t see any ‘slowdown’ on the revenue front anytime soon. Here’s what to look out for this season.
4 Min Read
Economic headwinds, like rising inflation and gas prices, are putting pressure on both businesses and consumers this summer, but the season is still laden with opportunities. “Memorial Day is always a good predictor of what’s to come for summer travel,” said Paula Twidale, Senior Vice President, AAA Travel. “Based on our projections, summer travel isn’t just heating up, it will be on fire. People are overdue for a vacation and they are looking to catch up on some much-needed R&R in the coming months.”
The National Retail Federation predicts sales to grow between six to eight percent this year, and Morgan Stanley’s mid-year economic forecast indicates that the Ukraine war will leave commodity prices uncertain, but supply chain issues should continue to normalize, with consumer goods inflation subsiding later this year and into 2023. Amid this uncertainty, there’s one thing you can control as an advertiser—and that’s your marketing campaigns. Read on to find out how you can make the most of summer.
As the AAA indicated, this summer, people will be getting their travel on, with 85% of Americans planning their OOO accordingly—but it’s not only vacations getting them out of the house. Commuting is also on the rise, as workers start returning to the office (84% expected to commute to the office part time). They’re also spending more on outdoor recreational activities versus last year—59% plan to spend more money on domestic travel and 62% said they would spend more on international travel.
One thing that hasn’t quite managed to catch a break is mobile device usage (we’re all guilty of it)—as mobile apps across all categories have typically been downloaded more during the summer months as shown in the chart below.
Then, there’s also data usage as a whole – while global mobile data usage will be increasing globally, it’s North America who is the region set to have the highest average mobile data usage per smartphone, with 52 gigabytes of data per month by 2027.
It’s not only mobile usage that’s accelerating this summer—the same applies to the big screen (TV). Last year was a streaming summer, with 79% of Americans sticking with streaming TV. So, multi-device usage, an increase in streaming consumption and lots of outdoor adventure…shouldn’t be too hard to nail down a creative strategy, right? We’ve shared some of the major know-hows in our annual report and white paper, but there’s no such thing as not too much knowledge. Continue reading for some more actionable tips to level up your creative strategy.
First things first—the last thing you want to do this summer is go silent—’tis the season to drive that share of voice and make the most of this opportunity, otherwise your competitors will get to it first (and potentially poach your customers). Here’s what you can do to stand out:
We’ve armed you with the tools you need to get started, but if ever you’re in doubt or need some extra guidance, check out our blog here.