Post by account_disabled on Jan 9, 2024 4:44:07 GMT
Integral Ad Science (IAS), the world's leading digital campaign verification company, has just released the results of a study on the online purchasing behavior of European consumers and the importance for brands of implementing an appropriate digital strategy during the campaigns. Christmas. Among the main findings, it stands out that the majority of European consumers (73%) plan to maintain or even increase their budget during this period. And only 9% of the remaining 27% indicate that it will reduce it significantly. When it comes to items on which the Christmas budget goes, the top three categories are books, music and video (50%), fashion (43%) and beauty and health (41%) . However, the purchase of high-priced products on consumers' shopping lists is expected to decline . Furthermore, another interesting fact is that this year, as in previous years, Christmas shopping is coming early. Specifically, the promotions and discounts offered by Black Friday or Cyber Monday make November the most popular month for buying gifts , even earlier, as six out of ten consumers (59%) acknowledge doing.
This data, it is emphasized, is of special interest for brands since it reveals the best times to impact consumers with digital campaigns before purchasing peaks and when there is less competition and fewer Email Data stock problems. Furthermore, the particular circumstances of this year, marked by COVID-19, will mean that the majority of purchases will be made online. This is how three out of four consumers (75%) consider it. This is a consequence of the high concern (80%) of those surveyed about going to a physical store to purchase products due to the coronavirus. This fact is combined with the highly probable circumstance that there will be travel limitations during this period. At the same time, the study indicates that the main sources that users use to find gifts are, in this order, searches on e-commerce platforms and retailer websites (44%). Offers on search engines (41%). And finally, content videos on YouTube or similar platforms (26%). “Brands are increasing their offers in the e-commerce channel due to the pandemic. Advertisers need to better understand how they can optimize their digital strategies during shopping peaks,” says Carter Nicholas, general director of IAS for Spain and Portugal. It is encouraging to see that seasonal spending at Christmas gives brands opportunities this year.
To take advantage of this, it is essential that advertisers have an understanding of the entire consumer purchasing process and adapt their advertising efforts to make their campaigns profitable by implementing verification technology that guarantees that impressions are inserted in locations whose context is conducive. for the interests of each brand. In such a way that they achieve the necessary momentum to obtain income in 2020.” Regarding the search for products, the majority opinion of consumers (67%) is that digital advertising is a useful instrument for this task, as well as for discovering promotions. Additionally, 37% point out that the context in which a print is found is an important factor that helps them in their purchasing decisions. Along with all of the above, the study warns of the importance for brands to be cautious against the constant threat of digital fraud. And, he notes the good visibility rates of the campaigns, which are expected to continue increasing during Christmas. For all this, it is concluded that during this Christmas period, advertisers must ensure that their ads are placed in safe and reputable environments. And they are advised to implement the necessary verification technology with which they can optimize their digital investments.
This data, it is emphasized, is of special interest for brands since it reveals the best times to impact consumers with digital campaigns before purchasing peaks and when there is less competition and fewer Email Data stock problems. Furthermore, the particular circumstances of this year, marked by COVID-19, will mean that the majority of purchases will be made online. This is how three out of four consumers (75%) consider it. This is a consequence of the high concern (80%) of those surveyed about going to a physical store to purchase products due to the coronavirus. This fact is combined with the highly probable circumstance that there will be travel limitations during this period. At the same time, the study indicates that the main sources that users use to find gifts are, in this order, searches on e-commerce platforms and retailer websites (44%). Offers on search engines (41%). And finally, content videos on YouTube or similar platforms (26%). “Brands are increasing their offers in the e-commerce channel due to the pandemic. Advertisers need to better understand how they can optimize their digital strategies during shopping peaks,” says Carter Nicholas, general director of IAS for Spain and Portugal. It is encouraging to see that seasonal spending at Christmas gives brands opportunities this year.
To take advantage of this, it is essential that advertisers have an understanding of the entire consumer purchasing process and adapt their advertising efforts to make their campaigns profitable by implementing verification technology that guarantees that impressions are inserted in locations whose context is conducive. for the interests of each brand. In such a way that they achieve the necessary momentum to obtain income in 2020.” Regarding the search for products, the majority opinion of consumers (67%) is that digital advertising is a useful instrument for this task, as well as for discovering promotions. Additionally, 37% point out that the context in which a print is found is an important factor that helps them in their purchasing decisions. Along with all of the above, the study warns of the importance for brands to be cautious against the constant threat of digital fraud. And, he notes the good visibility rates of the campaigns, which are expected to continue increasing during Christmas. For all this, it is concluded that during this Christmas period, advertisers must ensure that their ads are placed in safe and reputable environments. And they are advised to implement the necessary verification technology with which they can optimize their digital investments.