In an endeavor to empower marketers this festive season, Microsoft Advertising has introduced a detailed guide, aptly named “Your Festive Season Marketing Playbook”. The blueprint is designed to provide advertisers with actionable insights to navigate the nuances of holiday ad campaigns in 2023.
The playbook underscores the significance of early campaign initiation. It highlights that the onset of October is the prime time for brands to launch their holiday advertisements. This is attributed to consumer behaviors during this month when they commence their holiday shopping lists, actively checking brand websites and generating considerable traffic.
An excerpt from the guide paints a vivid picture: “Autumn, with its vibrant colors and enticing aroma of pumpkin pies, brings along the familiar sound of tap, tap, tap. No, it’s not the early arrival of Santa’s reindeers but rather consumers fervently searching for their favorite brands and unique holiday items.“.
Statistically speaking, the guide indicates a surge in activity leading up to Black Friday:
- October’s Uptrend: The guide reveals that clicks start to escalate at the beginning of October, approximately 55 days before Black Friday. This is followed by a spike in conversions about 10 days later.
- Peak Days: Specifically, Black Friday experiences a rise of 117% while Cyber Monday witnesses a substantial 144% hike.
These numbers accentuate that while November and December are the zenith for volume, the preparatory phase for marketers commences as early as September, building momentum in October.
Microsoft Advertising’s recent unveiling of the festive marketing playbook underlines the need for advertisers to be proactive. The holiday season, synonymous with high consumer activity, demands meticulous planning and strategic foresight.
By beginning early and leveraging real-time insights, brands stand a better chance of capturing their target audience’s attention and converting potential interests into concrete sales.