Unboxing Holiday Insights With Ampersand
The most wonderful time of the year is upon us. As holiday shoppers rush to their local big box store or to their digital shopping cart, this period marks the most important time for brands to reach their loyal audiences. We talk all year long about the importance of embracing data to better plan, execute and optimize campaigns. And that certainly is true for the holiday season.
Leveraging Ampersand's aggregated viewership insights from 42 million homes and over 1,500 audience segments, we pulled a sampling of learnings and insights specific to the holiday season. Here's what we found:
Optimize Your Networks
Data will provide you with the tools to truly reach your desired customer. When approaching the coveted electronics shopper, do not assume a singular TV network mix will do the trick. Analysis of two separate Top 30 markets shows a wide variance in network indexing.
Expand Your Daypart Mix
No matter your target audience, if you are only trying to reach desirable holiday shoppers during the primetime daypart, you might get coal in your stocking.
Specifically, the heavy jewelry shopper is spending the majority of their viewing time outside of prime. In fact, their average percentage of time spent off primetime across three major markets (Los Angeles, Atlanta, New York) is 61%.
Proof in the Pudding
Ampersand recently applied these types of insights with a major retailer. When comparing the holiday deal-shopper audience segments to a broader Adults 25-54 audience, we were able to increase the in-segment reach by 19%.
Ampersand also was able to show that although Paramount has 14% fewer total subscribers than USA Network, the holiday deal shopper segment reach was nearly 70% higher.
To learn more about how Ampersand can drive your multiscreen campaigns forward please check out this insightful white paper we released earlier this year: Precision at Scale.
Happy Holidays!
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The opinions expressed here are the author's views and do not necessarily represent the views of MediaVillage.com/MyersBizNet.
