Every year towards the end of June, U.S.-based businesses get decked out in red, white, and blue with patriotic stars and stripes. Nationwide, people get ready for cookouts and fireworks—traditions that, throughout the years, have remained mostly unchanged. The 4th of July also marks a mid-year milestone for advertising. The most patriotic of holidays kicks off an entire month of mid-year sales and clearances.
Digital advertising campaigns have a strong influence on these sales. This holiday presented ample opportunity for national retail chains and local businesses to gain traction, promoting their products and services with localized digital advertising tactics.
Keep reading to learn more about who was advertising and what kind of digital strategies they used. These insights were gathered from the Independence Day 2019 campaigns supported by ZypMedia leading up to and over the holiday.
Independence Day Campaign Insights
Start planning early.
The duration of ZypMedia 2019 Independence Day campaigns ranged between two to four weeks.
Most advertisers offered sales incentives online and in-store during the 4th of July week to engage consumers and convince them to take immediate action for sales or services. Savvy strategies included planning ahead and starting campaigns a few weeks out from the holiday week to build excitement and brand awareness.
Afterall, timeliness is the key to marketing success for holiday campaigns. For promotions to have the most significant impact, advertisers should be prudent and avoid leaving campaign planning to the last minute.
Pick the right strategy and digital product.
Of the advertisers who ran Independence Day campaigns, all included OTT, pre-roll video, display, or a mix of all three in their 4th of July ad campaign strategies.
Fifty-eight percent of clients utilized digital display advertising and 33% of clients used OTT ad campaigns as a marketing tactic to reach 4th of July shoppers.
Display ad campaigns play a significant role in online retail purchases. Imagine this: You read an article online and find yourself intrigued by an ad for a cool product you’ve been considering, but haven’t found the right color, fit, or price point yet. You immediately click on the ad and decide it’s a deal you can’t live without. This is targeting at its finest and an advertiser’s desired outcome.
Advertisers should make sure they are not only running display ads to capture customer opportunities, but also running OTT and pre-roll ads in advance of the busy 4th of July shopping season to make sure to reach consumers at multiple touch points in their buying journey. While it’s never too early to start thinking about the next holiday shopping cycle, now is the time to make sure you have a robust marketing plan that includes digital advertising, especially if your clients are eCommerce advertisers.
Know the top advertiser categories.
We saw that advertisers ran the most ads in the home and garden category (32%), followed by automotive (27%) and society (21%).
Advertisers in these categories include businesses like eCommerce furniture stores, automotive dealers, and automotive services. Society may sound unusual as a significant ad category, but when you think about the patriotism surrounding the holiday, it makes sense that charitable institutions, rehabilitation centers for military veterans, and veteran affairs would capitalize on this holiday engagement as well. All of these advertising trends are understandable considering shoppers were expected to be online seeking everything from barbecue equipment and furniture deals for their home and garden to buying groceries for their backyard barbecues with friends and family. According to WalletHub, Americans were expected to spend $6.8B on food this year.
As Americans finalized plans to celebrate with friends and family at BBQs and house parties, they also celebrated the holiday with an act of patriotism by honoring those who have spent their lives serving their country by making donations for veterans. Advertisers seized on this trend of celebrating America’s freedom.
Determine the Target audience
We looked at audience optimizations on ZypMedia’s top three advertiser categories for Independence Day campaigns and identified these similarities within the categories:
- Home and garden digital campaigns were primarily optimized to reach consumers ages 25-54 and/or audiences who are interested in home improvement.
- Automotive campaigns focused on audiences of all ages, or who are primarily auto intenders or those with specific income levels.
- Campaigns in the advertiser category ‘society’ were heavily focused on reaching females ages 25-64 or audiences who follow current events.
Our ad operations team observed the highest-performing click-through rate (CTR) from June 26 - July 4, 2019, on display campaigns and the highest-performing video-completion rate (VCR) on OTT campaigns from July 1 - July 7, 2019.
The highest VCR was 98.54% for OTT campaigns with 15-second creatives, and the highest CTR for display campaigns was 0.27% with creatives that had ‘Independence Day Sale’ mentioned in them.
We saw an increase in searches and ad performance a week before the holiday leading up to the actual holiday weekend. The higher CTR during the week before Independence Day indicates that more people were clicking on ads during that time.
Capitalize on these insights for your next holiday ad campaign.
Advertising and marketing today is driven by data-backed research and customer information that can be captured at every stage in the buying process. Taking a look at this year’s holiday ad campaigns and sales figures for your next holiday ad campaigns will help you make better business decisions.
ZypMedia specializes in digital advertising. Want even more insights to help you launch seasonal digital advertising campaigns? Subscribe to our newsletter. We live and breathe digital and can’t wait to help you out!