As of today, July 28, there are exactly 150 shopping days until the winter holiday season. That sounds like a while, but anyone who has ever made panicky, last-minute purchases of dubious quality, telling ourselves that Great Aunt Tilly will just love all the things that happen to be for sale at this gas station, knows that those days will go by quickly.
And marketers have to think a few months ahead of the game, to make sure holiday campaigns are planned out well in advance. You don’t want to do the professional equivalent of buying a respected elder a bottle of windshield wiper fluid and a bag of pork rinds.
To that end, we present our latest infographic, Mobile Trends of Holidays Past. We took a look at mobile campaigns during Thanksgiving Shopping Week (the Monday before Thanksgiving through the Monday after) in 2013 and 2012 to find trends and insights that can inform your 2014 holiday campaigns. You can view the whole thing below, and here are a handful of important takeaways:
- During Thanksgiving Week 2013, views of retail ads were up 100%. The peak day for retail ad viewing was actually not Black Friday, but rather Small Business Saturday. As marketers, this points to an important angle of local businesses tapping into mobile advertising. Now you can understand why geo/location technologies become paramount for these businesses.
- Click-through rates (CTR) during Thanksgiving Week increased 48% year over year. That’s not entirely surprising, since advances in rich media have contributed to an overall increase in CRT throughout the year. But even factoring in that general, the rate was still well above average during the holiday season.
- Mobile video views grew 252% year over year. Video can be a good way to break through the near-constant noise that consumers get during key shopping periods.
- Retail advertisers weren’t the only ones to see a lift during Thanksgiving Week. Telecom (157%) and Automotive (102%) saw significant lifts in views during that period, compared to all of Q4.
We hope this infographic is a valuable tool for marketers planning ahead. Retail advertisers typically triple their spending during the crucial fourth quarter, and we want to help you do it wisely.
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Millennial Media is the leading mobile ad marketplace, making mobile simple for the world’s top brands, app developers, and mobile web publishers. The company's data and technology assets enable advertisers to connect with target audiences at scale, while driving monetization for publisher and developer partners. AOL acquired Millennial Media on October 23, 2015. Millennial Media boosts AOL's global, mobile capabilities and scale across ONE by AOL for advertisers and agencies, and offers the most attractive monetization platform for app developers.