It may be the middle of summer, but it is prime-time for folks in the retail advertising business to plan their holiday season campaigns.
Today we released our report focusing on retail advertising. (For those NOT in this vertical, keep reading?there are insights for you to learn from here too.)
Overall, we see a few volume trends. First, a general increase in retailers utilizing video advertising; second, impression volume spikes in two fourth quarters indicating a tie to the general strategy of TV buying. As we look deeper into the breakdown of the weekly volume, we see a significant ramp up from Q3 into Q4 and then a drop off as soon as the final holiday shopping week is over.? This clearly indicates a ?mirroring? of their TV strategy for their online plans.
But, simply copying over the broadcast plan into the digital world isn?t going to maximize the potential.? In the digital world, engaging with viewers is intrinsic. It is a space that fosters back and forth ?communication? and sharing of information.
By the very nature of their business, retailers are looking to create direct transactions. Because of this, they are in a great position to engage directly with consumers and find the trends and techniques that work best which can help other advertising verticals reach their goals.
Looking more closely at the peak holiday shopping season, we saw some interesting findings. Of all the publishers that were included on retail advertising buys, 76% of them had the capability of running an interactive video ad. Yet, retailers only utilized interactive video ads on 21% of their total buys.? The technology advancements are being made to make the next step in digital advertising, but in Q4 2011, retailers missed a unique opportunity to interact directly with viewers.
This year, as more advertisers across the board start using interactive elements within their video ads, we expect to see that reflection of growth during the holiday season from the potential pioneers? ? retailers.
Click here or the image to view or download a PDF version.
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