It’s the Most Digital Time of the Year: Why You Should Spread Your Q4 Ad Spend Evenly

Emarketer forecasts that total US retail sales will climb 3.8% to $1.008 trillion during the 2019 holiday season, making it the first-ever trillion-dollar holiday season, while US retail ecommerce spending will rise 13.2% to $135.35 billion.

The best way to reach these consumers is where they’re doing their shopping– online.

Predict the Rush

Cyber Monday 2019 is expected to be the biggest online shopping day in history. Spending could be nearing the $10 billion mark this year. Black Friday, Thanksgiving and “Cyber Tuesday” should also rank among the leading days for the season.

Your ad dollars should reflect this. Are you allocating enough of your budget to account for purchases on Black Friday and Cyber Monday? A RevealMobile survey showed that 43% of SMB marketing budgets went towards exclusively reaching Black Friday and Cyber Monday shoppers. Smart!

It’s a Marathon, Not a Sprint

That being said, the brands that will stay top-of-mind for consumers after Thanksgiving leftovers are finally gone are those who spread their spend more evenly across Q4. In 2018, 64.4% of digital ad dollars were spread out evenly among the holiday season. This does more than just hedge your advertising bets– it means staying top of mind to consumers for longer. If you want your ad dollars to pull in a stronger ROAS, you need to create a loyal customer base beyond the coupon cutters and bargain hunters of Cyber Monday and Black Friday.

Choose the Right Channels

Think about where your consumers spend their time in order to be efficient in reaching them consistently throughout Q4. Take mobile games as an example. Spending on mobile ads during the holiday season is expected to surge from 0.5% to 1.6% between 2018 and 2019, a 150% increase. That’s because consumers spend the majority of their time on mobile, especially during the holiday season. Mobile platform Smaato reported they saw a 12% jump in mobile gaming app volume the week following Christmas last year. That’s more than a full month after Black Friday and Cyber Monday. The jump shows that users spend more time on gaming apps as they test out their new devices and lounge around during the final days of their vacation. In other words, a prime opportunity to see some final 2019 ad revenue before the new year. Make sure your advertising budget hasn’t completely dried up before then.

Don’t get caught up in the rush of holiday spending frenzy. Use your ad dollars wisely to reach the consumers that matter to you. Most importantly, if you spread out your advertising spend to encompass the entire holiday season– not just the post-Thanksgiving rush– Q4 will be the app, app, app-iest season of all.