This year, Thanksgiving will fall on November 28th, nearly a full week later than in 2018. With fewer days for retailers to promote deals and inspire shoppers, it’s more important than usual for marketers to get an early start on driving awareness for their holiday retail campaigns.
Not all consumers will wait until the holiday rush to start crossing items off their wishlists; in fact, 31% of all holiday shopping takes place before Cyber Weekend.1 And even if purchases aren’t ringing up now, shoppers are taking the time to research - 54% of shoppers begin searching by product categories and for gift ideas as early as October.1
Thanks to the condensed schedule, it makes sense that over half of all brands say they’ll start advertising earlier this year than last year for the holiday season.2 But simply being present in a consumer’s shopping journey is not enough for brands to be top of mind. To influence conversions earlier this season, advertisers should focus on creating more compelling content experiences that educate, delight, and integrate into moments of intention.
Empower your audience with content that’s as informative as it is entertaining. Innovative shoppable experiences including gift guides, lookbooks, and video can showcase your product and lead users directly to their digital shopping carts, driving awareness and accelerating the customer journey.
70% of advertisers agree that brand-building tactics like these are worth the investment,2 making aligning with trusted digital content environments all the more critical. Gift guides can take the form of listicles, sponsorships, or video integrations that feature custom content all centered around your products, with shoppable links. Video ads are particularly effective, with a 1.6x greater transaction rate than static images.3
Shoppable billboards are immersive ad units that give you ultimate flexibility and creativity with your message. Drive purchases with interactive features like carousels, coupons, countdowns, 360-videos, and touchpoints that highlight product details.
During the hustle and bustle of the busy holiday season, it may seem difficult to reach your audience when and where it’s most effective. But when shoppers are on their devices researching gift ideas, it’s highly likely they’re enjoying and interacting with Verizon Media content. We’re the number one destination for premium generated content, with channels like HuffPost, TechCrunch, Yahoo Lifestyle, and Yahoo Finance leading the way. In fact, over 78% of our users love or like Verizon Media properties.4
Your brand can get a head start this year by aligning with trusted digital properties where your audience visits with intention. We build experiences that go beyond mindless scrolling to deliver real utility and innovation. Sponsorships and branded content on Verizon Media sites have generated 78% higher ad awareness vs. premium competitors,5 and our award-winning, in-house creative team, RYOT Studio, can help you develop creative campaigns that get your message heard.
Looking for scale? We have access to over 200B daily cross-screen data signals pulled from the largest U.S. mobile carrier, 30B emails a day, and over 1B apps to understand where your audience goes and exactly how to reach them.6
Are you staring at the calendar and feeling the crunch this holiday season? We can help. Verizon Media offers premium content opportunities to inform audiences about your products and compel them to have deeper, more genuine interactions with your brand. Contact us to get started today.
1 Verizon Media, Holiday Study, 2018
2 Verizon Media, Commerce Study, 2019
3 Zenith, “Shoppable content set to take off”, April 2018
4 Verizon Media, Trusted Brands and Quality Content Study, 2019
5 Kantar Millward Brown, Performance Norms Study, Dec 2018
6 Verizon Media, Internal data, Ad Platform 2018