What trends will impact holiday spending in 2016? That’s when the next big marketing splurge will occur — and Kenshoo, a leader in agile marketing, and OrionCKB, a direct response marketing agency, have fresh information to share.
The firms’ new report — the 2016 Holiday Advertising Survey Report — analyzes results of a survey of top e-commerce and retail advertisers on their ad spend plans for holiday season 2016.
One of the biggest (though maybe obvious) conclusions? Facebook will be a big winner, taking a majority of most social media ad budgets.
“Advertisers will dedicate almost half of all marketing budgets to Facebook, with 71 percent saying that spend will increase from last year,” notes the report. “New ad types also present new opportunities for advertisers, providing increased ad engagement and interaction.”
Google will also see increased activity. Just over 74 percent of survey respondents indicated that search keyword ads would loom large in their holiday marketing programs. Sixty one percent plan to use Product Listing Ads (PLAs).
“The holiday season is the most competitive time of year to try to stand out in social feeds, so for the 60 percent of advertisers whose primary goal is direct response, it could be a good strategy to diversify and test all different types of ads – especially video – to see what will get shoppers’ attention,” said Scott Briggs, Co-CEO of OrionCKB. “The true test will come if one type of ad will start to perform best; it’s important to keep some level of agility to capitalize on that and go ‘all in’ to really maximize spend during the Q4 sprint. The payout is almost always substantial.”
Another finding revealed by the survey is that omnichannel and omni-ad-type strategies have become more critical to holiday marketing strategies.
There’s more to read in the report, which can be accessed here.