It’s that time of year again: the holidays are upon us, which means one thing to brands: one final push to meet those lofty end-of-year sales goals.
Sure, your brand's holiday ad budget may already be allocated, but there’s still time to influence consumers during this peak pulse period.
Brands need new ways to break through the noise, especially this time of year. With banners not performing like they used to, promoting content on editorial sites and apps puts your brand front and center at the point of decide for consumers.
By using incremental funding or reallocating marketing funds toward native ads, this can be your brand’s opportunity to drive incremental sales this holiday season.
Hey Big Spender
The holidays are especially important for CPG brands like Nestle, Kraft and Heinz.
Consumer spending on home entertaining during the holidays is projected to increase by 22 percent in 2015, according to a Deloitte study, up to $237.
Thanksgiving is the blockbuster home entertaining event, costing hosts $50 on average, followed by Christmas and Hanukkah, respectively.
The Right Time For Native
Native ads work and they work on mobile, where traditional ads are less effective.
Mobile devices are the primary way people plan, research and cook during the holidays.
During Thanksgiving, 44% of people will use their mobile device to search for recipes. We know moms still do a lot of the cooking for families and when it comes to reaching the highly sought after Millennial mom segment, 76% look up recipes online.
For CPG brands, it comes to two key objectives: getting your products on the shopping list and influencing shoppers at the shelf.
From planning to cooking to eating and entertaining, if you understand how to make it a stress-free holiday, you’ll have no problem capturing holiday shopper dollars.
Make It On The List
During the holidays, the home cook’s activity is centered around Pinterest and blogs.
Mobile is the key to planning, researching and cooking a holiday meal and the numbers prove it:
• 44% use mobile to search for recipes during Thanksgiving holiday
• 78% of Millennials use their smartphone to aid in their holiday grocery shopping
• 70% of Millennials use their smartphone to aid their holiday cooking
• 27% are worried about cooking multiple dishes at once
• 33% of hosts cook for 10 or more guests
Reach The Cooks With Recipes
Sure, there’s Thanksgiving turkey, Christmas ham and Hanukkah latkes, but don’t forget about dessert (not like you were going to).
Desserts searches are trending three times faster than turkey recipe searches:
• 25% of all cookie recipe searches happen in December
• 52% of families bake for the holidays
20% will eat two pieces of pie
• 7 in 10 consider themselves holiday cooks
• 37% plan to use social media to get recipe inspiration
Cater To The Caterers
Don’t let your host down — make sure you bring that side dish to the holiday party, as holiday cooks expect guests to bring something and most choose a side dish or dessert.
Those side dishes and desserts are prime for leftovers, which are are a key part of the holiday celebration:
• Over 50% of guests are planning on bringing either a side dish or dessert to the Thanksgiving meal
• 65% of Americans say that eating Thanksgiving leftovers is more important than eating the Thanksgiving meal
• For the past three years, searches for leftovers recipes have hit an all-time high right after Thanksgiving
It’s not too late to capture incremental dollars from your most coveted consumers.
You spend a lot of money on your branded content from videos to search to Pinterest posts. Leverage your branded content and turn to native advertising tactics to tap into your core consumers' wallets and mobile devices.
Because last minute planning is the norm during the holidays, you can effectively target your consumers while they are in the grocery store shopping via mobile devices. Native advertising is your best bet for that.
Contact a Sharethrough native ad strategist today to learn more how you can make a real-time impact on your end-of-year sales.