How To Make Your CTV Campaign The Winner This Black Friday And Cyber Monday
The two biggest shopping days of the year are Black Friday and Cyber Monday - as such, it is one time of the year when CTV advertisers to go nuts.
Here are two really important questions for you:
Do you use the same CTV ads for both sales events?
Do you create different ads for every product you're planning to promote?
If your answer to either of these is 'yes', then you're missing out on what really matters in your ads - telling people that you have what they need.
Put it this way, would you use an ad pushing bicycles to sell dishwashers? Do you rely on 'drivers' to get people either in-store or on your site in the hope they find what they're looking for? Do you spend million in ad words?
Why? When you can do so much more on CTV.
First, a very brief summary of each and the intended difference between them:
The traditional sale day that immediately follows Thanksgiving, thought up by large retailers who wanted to see their revenues go 'into the black'.
Originally designed to get customers queuing up to shop in-store, but has started to shift to e-commerce as online shopping grows in popularity.
Tends to be more focused on selling 'big ticket' items that retailers count on people buying in-store - washing machines, bazillion inch 18k Super Smart TV's etc...
Following just 3 days after its older brother, Cyber Monday is a more recent concept, designed to capitalize on the growth in e-commerce and allowing 'smaller' retailers to join in on the spending bonanza.
That being said, even the larger retailers who own Black Friday have started muscling in. Makes sense.
Tends to focus more on technology, small items and gifts such as the latest headphones, clothing and smart home gadgets.
BUT THERE'S A NIGGLE
In the hope that retailers can beat their competitors to the punch, many sales start well before Black Friday. Why? Because once you've bought your new washing machine, well, you probably don't need another. Right?
WHY IS ALL THIS IS IMPORTANT FOR ADVERTISERS?
When you're fighting giant advertisers with big budgets, the way to stand out is simple:
Have a narrative in your CTV ad that delineates the two sales events.
Show consumers you have what they need.
WHERE ORIGIN STEPS ON UP
Ask yourself this:
Are you planning put lots of items on sale?
Do you have first party data that tells you who is in market for what?
Does any of that data overlap with the items you're planning to put on sale?
If your answer to all/any of the above was 'yes', then we would talk. Why, because just imagine if you run ads to households who you KNOW are in the market for a new TV and running an actionable CTV ad that tells them you have it...
Now stretch that use case beyond TV's to everything you plan to put on sale - and for the creative to represent which sale day you're promoting. In other words, allow either Origin Slingshot or Origin Ad Studio to make your Black Friday and Cyber Monday CTV ad campaigns:
This is what we built our in-house creative studio for. So come play with us and let's make you not just stand out from all those retailers running a small variety of traditional, generic and frankly 'samey' ads, but give your CTV campaign true purpose.
The best thing about this is it doesn't matter if you already have your Black Friday/Cyber Monday campaigns planned. It is just as easy to append Origin for planned/existing campaigns as it is to engage us in the planning stage.
Want to know more? Simple. Email us at: email@example.com and we'll chat.
Origin is a creative technology company whose pioneering Native CTV advertising solutions have reshaped the way brands engage and activate consumers on the largest screen in the home.
Fusing first to market ad formats with proprietary ad serving technology and direct distribution deals that span the media landscape, Origin's Native CTV solutions elevate attention, recall, consideration and outcomes for brands who are seeking to redefine the meaning of success on Connected TV.