Top tips to drive peak performance over the Christmas period via Display
By Lucy Gregg
At twentysix we have a dedicated team of Display specialists delivering amazing results for our clients. Whether it’s integrated acquisition strategies or stand-alone campaigns, performance is always at the heart of our strategy.
With the festive season upon us, we’ve created a handy guide on driving peak performance for Display over the Christmas period. In this blog, we've pulled out our top takeaways, but if you're looking for more detail, you can download the full report for free here.
1. Always plan EARLY
Christmas comes around very quickly; it always does! By being organised and planning early you can drive performance by taking advantage of key dates such as Black Friday in November. This year, 43% of Christmas shoppers are expected to shop on Black Friday, Cyber Monday and Boxing Day.
2. Engage with users during their research journey
As people start to shop for Christmas as early as September, ensuring you are engaging with the users from the very start of their research is key. Brits spend an average of £1,049 on holiday shopping, resulting in plenty of opportunity for sales. 64% of people now turn to YouTube to find products; a great platform for brands whom video can offer far more insight into a product than an image could.
3. Utilise behavioural data
Ensure to monitor online signals around purchase and browsing behaviour in order to understand when users will be in market to buy. This can be done through loyalty schemes such as the Tesco Clubcard and online transactions through sites such as Amazon. These can all help to predict what the user will be interested in.
4. Don’t forget mobile
Mobile is becoming increasingly more popular for online purchases, with 57% of users making their online purchase via a smart phone. Therefore it's crucial you're targeting mobile, not just desktop.
5. Make your creatives engaging
This is essential in order to grab the potential customers' attention over the Christmas period when the market is saturated with competiting ads. Go for something that is simple, yet eye-catching, and make sure you have a clear CTA if you want your ads to stand out from the crowd and drive results.
6. Submit your creatives early
This is important, as creatives can get disapproved for numerous reasons, therefore the sooner you submit your creatives, the more time you have to check there has been no disapprovals and amend if needed.
7. Anticipate higher costs
Increased competition at Christmas is a given due to the competitive market, therefore ensure you are prepared for the higher costs that come with it. Last December, CPMs increased by 15% across Europe.
8. Don’t forget remarketing
Re-engaging with users from their research stage is crucial, as it can help drive that sale. 75% of adults will start their research on a mobile for example, and finish on another device, so retargeting individual users is important.
Looking for support in driving your digital strategy? Give us a call on 0113 320 2626 or drop us a line.