3 ways marketers can best prepare their advertising to maximise ROI this Christmas
Can you hear that in the distance? Is it the sounds of sleigh bells ringing? Perhaps a whistle-tone from Mrs Mariah Claus?
It might seem soon, but there’s no better time than the present to prepare your brand for the present-giving season.
How will Q4 be different this year?
According to research conducted by Monash University, most Australians get in on their Christmas shopping early, with 55% of Aussies starting their shopping one or more months in advance.
It’s not just limited to Christmas – according to NAB, Australians spent more than an estimated $8 billion across the four days from Black Friday to Cyber Monday in November 2021, and it’s only expected to grow this year.
With inflation tipped to peak in December at 7.75% – the highest since 1989 – consumers are getting less bang for their buck. Combined with supply chain snarls, pandemic hangovers, war and post-lockdown behaviour, the average consumer will want their dollars to go further over this Christmas period.
This year, the silly season will become the savvy season. Brands will need to play their advertising strategy smarter in order to penetrate the market.
What opportunities can your brand unlock over the Q4 period?
This end of year, more than ever, media inventory will be in high demand.
With one in two shoppers returning back to in-store retail purchasing post-COVID, we’ll see a dramatic increase in the already growing programmatic Digital-Out-of-Home space. An evolution from traditional out-of-home, brands are able to use better targeting capabilities and better audience tracking capitalise on premium, high-traffic physical locations to cut through advertising noise.
With the World Cup on in November, there’s still opportunities to have your brands appear on World Cup content programmatically through display, video and broadcast video on demand – so long as you book soon, as inventory gets booked quickly.
Towards the end of the year, studies confirm that social media influences 58% of respondents’ buying decisions, with YouTube, Instagram and TikTok as the platforms shoppers will turn to for guidance on their Christmas wish list. Advertisers can capitalise on social media by starting their branding work months earlier.
Typically, display and video CPMs increase approximately 45% in the 2 months to Christmas. At Bench, we strongly recommend to strategise and plan your Q4 media now, well in advance, to take advantage of locked-in preferential rates that will give advertisers an edge in the game.
How do you start planning your Q4 activity now?
By planning your activity early, you can cut through with a strong share of voice early on, and lock in your media rates – otherwise you will be left with coal in your stockings.
Want to improve your brand’s sales this Christmas? Speak to one of our experts today.