Have You Wrapped Up Your Holiday Ad Campaigns? - Tom O'Regan

The weather may be anything but frightful but planning for the holidays now can be quite delightful Getting a head start on your holiday strategy is a surefire way to experience some holiday sales cheerLast year Cyber Monday beat Black Friday for the first time as the busiest shopping day of the year This year consumers are expected to continue to shop online in record numbers According to a preliminary forecast by BIGInsight 102 percent of consumers plan to spend more this holiday vs 65 percent last year at this timeWhy the rush Well for one thing you39ll want to develop creative that incorporates sight sound and motion like highimpact rich media You39ll need the extra time to produce assets that will have an impact such as developing online video Whether it is being played on a desktop or a tablet online video is the perfect way to capture the attention of a potential holiday shopper We39ll see a lot more online video incorporated into digital campaigns this holiday Even luxury brands long accustomed to traditional media like print and television will be embracing online video We just ran a luxury brands study and found that 92 percent of luxury brands will be shifting budgets from TV into online videoWhile you are working with your creative and production teams on your holiday campaign there are a number of opportunities to consider that can help you unwrap sales this seasonA Holly Jolly Election Year Driving the potential holiday cheer is an expected surge in consumer confidence following the presidential election in November Historically a presidential election year triggers higher consumer confidence and spending quotI expect holiday sales to be up three to four percentquot noted Greg Buzek president of IHL groupA Merry Mobile HolidayConsumers have put the pressure on retailers to prepare for the mobile revolution Impressive results from last year39s holiday season are motivating retailers to strengthen their mobile strategies in 2012 For example on Christmas Day 2011 consumers increased mobile shopping by 173 percent over the previous year according to the study titled Google Post Holiday 2011 Takeaways Additionally 12 percent of online visits to a retailer39s web site came from a mobile device during the 2011 holidays a five percent yearoveryear increaseConsumers Eager to Spread Holiday CheerIn its 2012 Annual Holiday Report Epsilon discovered that consumers want to make 39bigdecision39 purchases early in the holiday season How early is early Well according to Harris Interactive some shoppers have already set their sights on the holiday season As Christmas in July sales ramp up more than one in 10 13 percent of US adults reveal they have already started shopping for the 2012 holiday season In addition nearly one in five 17 percent said they plan to take advantage of Christmas in July sales for their holiday shopping this yearTom Oamp8217Regan is a seasoned advertising executive with an expertise in vertical publishing and sales strategy As CRO of Martini Media he is responsible for companywide advertising revenue and operations Tom can be reached at tomoreganmartinicorpcomRead all Toms MediaBizBloggers commentaries at Through the Martini GlassCheck us out on Facebook at MediaBizBloggerscomFollow our Twitter updates MediaBizBloggerThe opinions and points of view expressed in this commentary are exclusively the views of the author and do not necessarily represent the views of MediaBizBloggerscom management or associated bloggers MediaBizBloggers is an open thought leadership platform and readers may share their comments and opinions in response to all commentaries

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Have You Wrapped Up Your Holiday Ad Campaigns? - Tom O'Regan

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