5 Top Audience Targeting Strategies Ahead of This Holiday Shopping Season
By: Alex Fu, Global Director of Audience Insights
It's that time of year when advertisers start to think about their holiday campaigns. So what can we learn from retail advertisers and agencies audience targeting strategies over the last 18 months?
The new Eyeota 2019 Eye On: Retail report uncovers a number of key insights ahead of this holiday season, including:
The majority (51%) of global retail data spend in 2018 and Q1 2019 came from restaurants/food services (17%), home/garden (17%), and apparel/footwear (17%) advertisers.
Retail advertisers in Europe and Oceania in 2018 were more reliant onintent-based audience segments than those in the Americas and Asia, indicating a focus on a lower-funnel approach in those regions. By contrast, retail advertisers in the Americas and Asia rely more on demographic- and interest-based segments in addition to intent segments.
In Q4 2018, 24% of retail data spend came from Apparel & Footwear advertisers, up from 13% in Q3 2018, demonstrating that apparel & footwear purchases are expected to increase around the holidays.
In October 2018, 63% of shoppers were “deal hunting” for early deals* (i.e. online price comparison, coupons, etc.), and retail advertisers responded by focusing on Intent-based segments to reach those lower-funnel deal shoppers.
When comparing the demographic composition of two retail sub-sector audiences (Consumer Tech and Luxury shoppers) and one behavioral segment (Online-Preferred shoppers), similarities exist between those sub-sectors and online-preferred shoppers, perhaps confirming shifting consumer preferences and the impact that e-commerce has had on those retail sub-sectors.
Learn more about audience targeting and travel brands in our new 2019 Eye On: Retail insights report. The report is a must-read for retail brands as well as advertisers looking for new, more effective audience targeting strategies.
Download it now to learn more about how leading retail advertisers reach their target audiences, understand target audience profiles and activate on effective audience targeting strategies.