Imagine there is a queue of people waiting outside your store. But many consumers are using their phones to search for products and can be influenced by the ads they see on premium publisher sites and elsewhere on mobile browsers. And yet, retailers are mostly focused on apps and social media. Retailers are obviously targeting mobile, considering 39% of holiday e-commerce sales originated from mobile devices in 2020. This pool of consumers hasn’t received relevant ads for four years and counting. For instance, over half of US adults have iPhones and most opt into the default browser Safari.
The unaddressable open web consists of nearly half of online US shoppers. As such, some marketers have soured on the open web, as they believe they can reach their customers better on social media and apps.īut there are thousands of high-quality publishers that offer premium opportunities to reach their audiences – most of whom are ideal customers for any retailer. You undoubtedly know about the move away from cookies, which Safari has banned since 2017 and Chrome will eventually move away from. Many advertisers have ignored this inventory recently because historically they cannot target and measure at the user level. It was the primary way brands advertised online before cross-domain measurement, apps and social media existed. It means no cookies, non-logged-in traffic, found outside of social media walled gardens or app ecosystems.
Targeting this audience can make or break a holiday season strategy: the unaddressable open web. The good news is there is an efficient, mostly untapped and proven market for eyeballs. So, smart marketers should look to more economic channels to win the holiday season. The increased demand for advertising opportunities on these platforms is driving up costs and creating scarcity around certain subjects. Aside from increased pricing, retailers have to rely on the walled garden of each platform’s data methodologies, making it difficult to apply and analyze insights across all channels. Since they are effective in reaching new customers and achieving brand affinity, they caught on like wildfire, leading to market saturation and high costs. To reach online audiences in recent years, retailers have increased their spending on established social media platforms. In addition, since many people did the majority of their shopping from their homes, online and other non-store sales jumped by 23% last holiday season. The 2021 holiday season will be as competitive as ever. This is off the back of 2020 November and December year-on-year growth, reaching $789.4bn, per the National Retail Foundation. Both Bain and Deloitte predict holiday sales to increase somewhere between 7-9%, reaching $800bn for the first time in history.
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