Summer is (sadly) coming to an end, but that doesn't mean it's getting cooler in the content marketing world.
In fact, our platform is red hot with big brands and small businesses alike launching holiday related content campaigns to get in front of shoppers as soon as possible.
They know from previous years how the best ROI comes from a holistic media mix that incorporates content promotion and continuous testing.
Join Keith Pepper, our VP of Account Strategy, on Wednesday, September 30th for a deep dive into online holiday shopping behavior and how to bring prospective customers down the sales funnel with content.
This webinar will cover:
- What's happening in the holiday marketplace
- Holiday content consumption trends across verticals
- Key upcoming dates you need to know
- How to prepare your content and Outbrain campaigns for holiday success
Boost Fertility New Invention Ups Success Rates.pdf
CONTENT MARKETING INSIGHTS FOR THE HOLIDAYS
1.
#OBwebinar
Keith
Pepper
VP,
Account
Strategy
@keithpepper
Joy
Reines
Head
of
Account
Strategy,
East
@JoyR26
The
Webinar
Will
Begin
Shortly
• All
parFcipants
will
be
muted
• For
audio,
select
“Mic
&
Speakers”
in
your
GoToWebinar
control
panel
• To
submit
Q&A,
use
the
“QuesFons”
tool
in
the
control
panel
Content
Marke5ng
Insights
for
the
Holiday
Season
2.
#OBwebinar
• Holiday
Season
Key
Dates
• The
Holiday
Marketplace:
What’s
Happening
• Holiday
Content
ConsumpFon
Trends
• How
Outbrain
Can
Help
• How
To
Prepare
Your
Outbrain
Campaign
• Q&A
Agenda
4.
#OBwebinar
October:
Early
Shopping
November
26:
Thanksgiving
November
27:
Black
Friday
November
30:
Cyber
Monday
December
14:
Green
Monday
December
18:
Free
Shipping
Day
December
28:
Post-‐Holiday
Sales
Holiday
Season:
Key
Dates
8.
#OBwebinar
Thanksgiving
to
Cyber
Monday
Saw
24%
Increase
Year-‐over-‐Year
$0
$1,000
$2,000
$3,000
$4,000
$5,000
$6,000
$7,000
Thanksgiving
Black
Friday
Cyber
Monday
Thanksgiving
through
Cyber
Monday
Green
Monday
Free
Shipping
Day
U.S.
Holiday
E-‐Commerce
Spending
in
2014
vs.
2013
($
Millions)
2013
2014
Source:
ComScore
9.
#OBwebinar
Consumers
More
Comfortable
Shopping
Online
for
Big
Ticket
Items
+13%
INCREASE
IN
CONSUMER
SPEND
PER
ONLINE
ORDER
FROM
2013
T0
2014
Source:
IBM
Online
Retail
Holiday
Readiness
Report
2014
10.
#OBwebinar
Mobile
Traffic
Now
the
Majority
56%
OF
TRAFFIC
TO
ONLINE
STORES
IN
DECEMBER
2015
EXPECTED
TO
COME
FROM
MOBILE
DEVICES
Source:
IBM,
Inc.
12.
#OBwebinar
Get
Started
Before
Halloween
49%
OF
MARKETERS
WILL
LAUNCH
A
HOLIDAY
CAMPAIGN
BEFORE
HALLOWEEN
Source:
Experian
MarkeFng
Services
Study
13.
#OBwebinar
Cri5cal
to
Standout
in
the
Inbox
22
AVERAGE
NUMBER
OF
PROMOTIONAL
EMAILS
RETAILERS
WILL
SEND
THEIR
ACTIVE
SUBSCRIBERS
IN
NOVEMBER
Source:
2015
Exact
Target
Holiday
Calendar
Trends
14.
#OBwebinar
Major
Compe55on
During
the
Holidays
WILL
LAUNCH
A
HOLIDAY
CAMPAIGN
BEFORE
HALLOWEEN
Source:
Outbrain
network
2014
Jan
Feb
Mar
Apr
May
Jun
Jul
Aug
Sep
Oct
Nov
Dec
2014
average
network
CPC
16.
#OBwebinar
Consistent
Holiday
Content
Consump5on
Source:
Outbrain
data
Clicks
on
Content
17.
#OBwebinar
CTRs
for
Content
is
Higher
on
Mobile
+20%
Smartphones
CLICK
THROUGH
RATES
FOR
HOLIDAY
CONTENT
HIGHER
ON
MOBILE
DEVICES
VS
DESKTOP
Source:
Outbrain
data
+23%
Tablets
18.
#OBwebinar
Top
Performing
Content
by
CTR
+42%
CTR
BEAUTY
+21%
CTR
SHOPPING
+20%
CTR
THANKSGIVING
+6%
CTR
PARTIES
-‐8%
CTR.
CHRISTMAS
Source:
Outbrain
data
30.
#OBwebinar
Campaign
Strategies
for
the
Holidays
1. Start
ahead
of
the
holidays
2. Go
mobile
3. Test
more
headlines
4. Remember
the
holiday
compeFFon
31.
#OBwebinar
The
longer
you
amplify
your
content,
the
higher
your
CTR
1.
Start
ahead
of
the
holidays
32.
#OBwebinar
Mobile
content
gets
higher
CTRs
than
desktop
2.
Go
mobile
Tablet
.23%
.20%
.16%
SmartphoneDesktop
HOLIDAY 2013 CONTENT:
ENGAGEMENT BY DEVICE
AVERAGE
CTR
33.
#OBwebinar
0%
20%
40%
60%
80%
100%
120%
140%
160%
180%
CTR
improvement
compared
with
1
headline
The
more
content
and
headlines
you
test,
the
beker
your
campaign
will
perform
>5
Headlines
>10
Headlines
>15
Headlines
3.
Test
More
Headlines
35.
#OBwebinar
Bracketed
clarificaFons
increase
CTR
and
Conversion
Rate
when
used
in
headlines:
+38%
Higher
CTR
75%
Higher
CVR
3.
Test
More
Headlines
36.
#OBwebinar
Jan
Feb
Mar
Apr
May
Jun
Jul
Aug
Sep
Oct
Nov
Dec
2014
average
network
CPC
CompeFFon
is
especially
fierce
during
the
holidays.
4.
Remember
the
holiday
compeFFon
37.
#OBwebinar
Campaign
Strategies
for
the
Holidays
1. Start
ahead
of
the
holidays
2. Go
mobile
3. Test
more
headlines
4. Remember
the
holiday
compeFFon
38.
#OBwebinar
Q+A
Submit
your
quesFons
using
the
Q&A
feature
on
your
GoToWebinar
toolbar
39.
#OBwebinar
We
are
here
for
you.
support@outbrain.com
help.outbrain.com
Outbrain.com/blog