Study Finds Black Friday Ad Success Hinges on Viewer Needs States
· 58m ago · Originally reported by ExchangeWire
A study by Parallel indicates that standard ad placements during the competitive Black Friday window often fail due to poor alignment with viewer mindsets. The research suggests that brands must evaluate audience intent and emotional context to ensure holiday marketing actually resonates.
Why it matters
During peak holiday ad spending, blanket targeting wastes money if the audience is not in a shopping frame of mind.
Explain it like I’m new here
Shouting about a toy sale won't work if someone is busy studying, but it works wonders if they are already making a holiday wish list.
Read the original at ExchangeWire
Terms in this story
Advertiser
An advertiser is the company, organisation or person that pays to place ads in order to sell products, build a brand, recruit, or spread a message.
Ad slot (ad unit)
An ad slot (or ad unit) is a specific, defined place on a page, app screen or video stream where an ad can be shown, with its own size, format and rules.
Audience segment
An audience segment is a group of people or devices defined by shared characteristics, such as demographics, interests, purchase behaviour or intent, used to target or measure advertising.
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