For retail brands and advertisers, Black Friday and Cyber Monday are two of the biggest shopping holidays of the year. Fortunately, programmatic advertising can help them reach shoppers looking to nab a deal. But it would be a mistake to target the shoppers for these retail extravaganzas as one audience. New research from Digilant indicates that Black Friday and Cyber Monday shoppers have considerable differences.
Digilant’s new study -- An Advertiser’s Guide to Target U.S. Holiday Retail Shoppers – explores Black Friday and Cyber Monday shoppers on a variety of elements: shopping habits, interests, preferences, and purchase intent. It provides insight into who Black Friday and Cyber Monday shoppers truly are, the common attributes that both audiences share, and what sets one audience of shoppers apart from the other. Brand advertisers concerned about how to most efficiently spend their programmatic advertising budget should consider the attributes of these shoppers as it could provide valuable insight into who they should target and the messages they should deliver.
The study’s findings are derived from a consumer data analysis developed by Digilant’s Consumer Persona -- a proprietary consumer insights and predictive modeling technology that reveals a deeper understanding of consumer choices and behaviors. The findings are depicted in the following infographic, and underscore the importance of leveraging granular data to better understand your target audience.
For retail advertisers seeking to engage shoppers during the two most profitable shopping holidays, the first step to effective advertising is to dive deep into consumer data to truly understand who each audience is. This level of audience understanding is a requirement for marketers seeking to be more strategic and thoughtful about how they reach and engage in-market consumers through programmatic media buys.
Is your team ready for Black Friday and Cyber Monday? How are you leveraging programmatic for the holiday retail season?
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