Why real-time measurement is crucial for holiday campaign success | Sponsored Content - Insider Intelligence

The holiday shopping season is undergoing a big change, compelling advertisers and retailers to adapt or risk being left behind. As shoppers hunt for deals, grapple with inflation, and start their holiday shopping earlier than ever, marketers must pivot their strategies for their campaigns accordingly. During the busy holiday season, embracing the power of real-time, cross-platform campaign measurement is crucial to success.

Recent years have seen a shift in consumer shopping behaviors. Lingering fears from the days of COVID-induced supply chain disruptions have caused shoppers to flock to stores and online marketplaces well ahead of schedule. Over half (51%) of Americans confirmed they started their holiday shopping earlier in 2022, according to Cint's US Holiday Shopping Report. The overall holiday season is relatively short, so advertisers must first find, and then take advantage of, the prime window for getting consumer feedback.

Furthermore, today's economic uncertainty has caused consumers to be relentless deal hunters in order to maximize their savings. Whether it's searching for promo codes or meticulously comparing prices, shoppers leave no stone unturned. Cint also found that 80% of Americans report that they have changed their holiday spending habits, and 70% are prepared to spend less this year due to inflation. This spells trouble for retailers and advertisers unless they stay one step ahead.

To effectively reach and engage consumers, a reliance on slower and fragmented campaign measurement methods is not feasible. Over three-quarters of Americans, surveyed by Cint, conduct their holiday shopping according to specific seasonal campaigns. As a result, businesses need to gather insights straight from the shoppers themselves while campaigns are in flight.

Fortunately, it is possible to unlock a wealth of information that can drive campaign success—by embracing the power of cross-platform brand campaign measurement. Daily, integrated feedback on campaigns across digital, linear and connected TV (CTV), and social media can help to ensure marketing efforts are optimized. It can also provide a competitive edge; enabling teams to align with the often rapidly evolving preferences of consumers.

With advertising spend on digital channels continuing to grow—Insider Intelligence forecasts that social media ad spend is set to reach $82.88 billion by 2024 in the US alone—the ability to measure brand lift can help ensure you're investing wisely across all channels.

To this end, Lucid Impact Measurement by Cint provides teams with granular and holistic survey-based insights directly from consumers, and accurate cross-platform measurement across social media and linear and CTV channels. By providing at-a-glance, topline reporting for key performance indicators such as brand awareness, brand consideration, purchase intent, ad recall and brand favorability, it's possible to see how an upper-funnel campaign is resonating and dig deeper to determine what could be improved.

If this sounds like all your holiday wishes come true, click here to learn more about Lucid Impact Measurement by Cint.

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