Ad-buying wisdom for high traffic holidays: Study

Share this content:

BlueLithium Labs, a research division of ad network BlueLithium, released a report on Dec. 7 that examined the impact of higher traffic volumes on actual effectiveness of online advertising.

Using click-through rate, conversion and other e-commerce data from Black Friday and Cyber Monday versus the preceding three weeks in November, the study found that, while online traffic volume was, as predicted, high on the days after Thanksgiving, click-through rates were down. Conversion rates from online advertising were also down, by 8 percent, on Black Friday. However, on Cyber Monday conversion rates rose 30 percent higher than average.

"It's hard to project if this same data will apply to other time frames," said Dakota Sullivan, chief marketing officer of BlueLithium, Santa Monica, CA.

He said that from season to season and from year to year the number of shopping days and various economic factors impact the effectiveness of ads.

The study has significance, however, in constructing a picture of consumer behavior. It indicates that people are doing all online shopping Monday for what they may have missed at brick and mortar stores on Friday.

Mr. Sullivan said that impact of this data on marketers' behavior should be, to be more creative with their approach on busy shopping days.

"Marketers typically heavy-up on advertising and heavy-up on advertising on Friday and Monday, however they do this fairly uniformly," he said.

He said that tailoring ads to in-store information on Friday and online specials and shipping information would help marketers have more relevance for the consumer.

BlueLithium will be using the report to make recommendations to customers during the 2007 holiday season that will help them see high conversion rates.

"What underlies all of this is that online advertising is extremely effective on [Cyber] Monday," Mr. Sullivan said.

Loading links....
close

Next Article in Digital Marketing

Sign up to our newsletters

Company of the Week

We recently were named B2B Magazine's Direct Marketing Agency of the Year, and with good reason: We make real, measureable, positive change happen for our clients. A full-service agency founded in 1974, Bader Rutter expertly helps you get the right message to the right audience at the right time through the right channels. As we engage our clients' audiences along their journey, direct marketing (email, direct mail, phone, SMS) and behavioral marketing (SEM, retargeting, contextual) channels deliver information relevant to the needs of each stage. We are experts at implementing and leveraging marketing technologies such as CRM and marketing automation in order to synchronize sales and marketing communications. Our team of architects and activators plan, execute, measure and adjust in real time to ensure the strategy is working as needed and change things if it's not.

Find out more here »

DMN's Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here