The Business Of Data With Jon Lafayette: Special Holiday Edition
What happens in the fourth quarter often determines the success of both media companies and the retailers that depend on them to drum up sales. In this issue, we have data from iSpot on holiday ad spending and TransUnion on consumer attitudes as we near the end of a turbulent year. Also some notes on not getting coal in your stocking by trying to personalize ads, but being intrusive instead. Enjoy reading and have a wonderful Thanksgiving.
iSpot Data Shows Holiday Spending Up As Retailers Root for a Greener Holiday Season
Ad spending has risen steadily each week, from $6.9 million the week of October 6 to $168.7 million the week of November 17
Advertisers can’t do much to ensure a white Christmas, but they’re pulling out the stops to try to make sure they gather as much green as possible in the fourth quarter.
With a shaky economy and tariffs impacting prices and consumer confidence, marketers, led by retailers of both the online and brick-and-mortar variety, have been pumping up their ad spending ahead of the holiday season.
According to data from iSpot, since October 1 holiday ad spending on linear TV has totaled $475.1 million, up 13.2% from last year at this time. [READ MORE]
MX8 Labs Study Finds Big Difference Among Relevant, Personalized and Intrusive Ads
Every marketer is looking for data to ensure their ad campaign will be effective and generate a strong return on investment.
The trick is looking at the right data. Everyone wants to be relevant to customers they think they should be targeting, and personalization seems like the way to supercharge a relationship. But marketers who cross over into being intrusive can pay a big price.
A new study from research firm MX8 Labs looks at how consumers feel about targeting. Entitled Getting Personal: What Consumers Really Think About Ad Relevance and Targeting,” it offers marketers insights into what it calls the "delicate balance between helpful targeting and perceived invasiveness.” [READ MORE]
MORE WORTH READING
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