Rad-vertising, or How Streaming Services and Brands are Using 90s Nostalgia To Drive Performance
by Cat Hausler
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Shoppers aren’t saving their shopping for later these holidays - here’s how to get in front of them earlier (checklist included).
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Remember how many of last year’s Black Friday deals were blurred into a series of promotions across several weeks in October and November? Well, that’s a trend that’s sticking through to this year, too. Studies reveal that 36% of shoppers plan on spending more this year than in 2020, and 39% of streaming holiday shoppers who have consumed Connected TV content in the last three months, also intend to increase their spending this year. Overall, we can expect consumers to spend an average of $937 on holiday shopping this year – that’s a 5% year-over-year increase.
Earlier this week, CNBC reported that supply chains are in crisis, with bottlenecks causing disruptions worldwide. Research firm Capital Economics reported an average of 206 ships waiting outside Chinese ports, versus 82 before the pandemic – that’s 151% higher than usual. There’s also electricity outages in major manufacturing hubs like China and Europe, and factory shutdowns in Vietnam and South East Asia, affecting categories like food and beverage, electronics, automobiles and more. Shoppers can expect higher prices during the holiday season as the economic supply and demand pendulum swings – so what better way for shoppers to avoid this than by getting in early before stock runs low and prices go up?
Amazon set the scene for many retailers by starting their Black Friday deals earlier this week. Target also wrapped up its pre-Black Friday ‘Deal Days’ promotion earlier this week, and Home Depot even ran out of inventory for Halloween items way back in August. 40% reported that they’ve already reached “peak” shopping levels this month – a clear sign that consumers know to get in early to make sure their presents arrive in time.
If you’re an advertiser who had your eyes set on a campaign start date of November, don’t worry – it’s not too late to make some pivots and get your Q4 campaigns up and running now. Luckily, ad platforms like MNTN Performance TV make it easy for brands to go live in only a matter of days. Here are some reasons why you as an advertisers are better off getting a head start on your campaigns – sourced directly from our analysis of last year’s holiday activity:
We know there’s a lot to consider when setting up a holiday campaign, but follow this checklist and get ready to welcome in some holiday cheer in no time:
Visit our annual holiday guide here for a more comprehensive approach to your campaign mapping and planning. If you’re not yet familiar with Connected TV marketing and want to learn more about how it can help you achieve your performance goals, reach out to us here.